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DROWSY OLIVE

As a new color drop, my goal was to tie this limited-edition color into holiday messaging while weaving in Lunya’s highbrow tone. The concept was Sleepy, Not Stirred with a secondary underlying messaging as this color being the official mood (and gift) of the season.

SOCIAL


LAUNCH EMAIL


Primary Headline

New Drowsy Olive
Sleepy, Not Stirred

Primary Subcopy

The official mood of the season has arrived. Meet Washable Silk in new Drowsy Olive: a rich, soothing hue that feels as good as it looks. Silken soft, effortlessly smooth, and just a little bit indulgent. Just like the perfect martini.

Secondary Headline


Lay Your Eyes On This

Secondary Subcopy

Our most-loved Washable Silk Weighted Sleep Mask, now in Drowsy Olive. Weighted for coziness, it’s filled with cooling glass beads, making it the perfect gift of R&R this holiday.

ADS


SLEEPY, NOT STIRRED

New Drowsy Olive. The gift of the season. Pairs well with the that dirty martini she’ll also be requesting.

NEXT UP,

MORE COLOR & Fabric Stories

Spring usually arrives loudly. This one stirred quietly, somewhere between bed head, soft light, and the espresso machine turning on. I wanted this moment to feel like those rare early mornings where everything looks softer somehow. Think: pale blues, washed pinks, fabrics light enough to feel half awake. The copy stayed intentionally restrained, letting mood do the heavy lifting.

I kept the language sparse, dry, and slightly self-aware.“Hey early riser” and “Another win for the early bird” gave the story a wink. The result felt editorial, atmospheric, and quietly funny instead of overly romantic.

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By this point in the holiday season, everyone’s aggressively hinting buy more gifts. I wanted this email to feel like the opposite of that. Spa Terry became a softer pause in the calendar: warm Turkish cotton, spa-like coziness, and copy that felt like stepping away from the holiday chaos for a few minutes.
This mid-holiday season concept reframed the moment around personal comfort, the copy staying conversational, lightly playful, and emotionally grounded, using lines like “your sign for seasonal self-care” and “Holiday Stress Melts Away” to keep the tone warm without becoming overly sentimental.

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