Art direction of the Club Onatera launch in 2024: the brand's loyalty programme, built from scratch. A landing page on the website and a welcome flow triggered on sign-up, to carry a new CRM initiative and make the rewards mechanics clear from the very first contact.
Onatera is the French natural-products expert since 2014: food supplements, aromatherapy, beauty, nutrition. A solid brand, 391,000 customer reviews, a factory in Provence, and an e-commerce site that runs at full speed.
In 2024, the brand launched Club Onatera, its very first loyalty programme. The goal is CRM-driven: retain customers, structure the post-purchase relationship, give promotional campaigns something to build on. The Club runs on a mechanic of clovers collected (€1 spent = 1 clover) that unlock discount tiers, with two statuses: Club and Club VIP.
On the design side, we start from a blank page. We need to create the Club's visual world, its presentation page on the site, and the welcome flow that greets new members as soon as they join. All of it has to sit within Onatera's existing identity (forest green, natural photography, calm) without feeling like a separate thing.
Club and Club VIP had to be readable at a glance. The green clover for Club, the orange clover for VIP, and a comparison table that fits on a single mobile screen. No 12-row table: just what really sets the two tiers apart.
The web page and the welcome flow form a duo. Same blocks, same tiers, same green hero. The member who discovers the Club on the site and then receives their email lands on familiar ground, with no break in experience between the two channels.
The tier timeline, the "how to collect clovers" block, the tier comparison: designed to be modular from the start, so the CRM team can reuse them on promo campaigns, birthday emails, tier reminders. The system had to serve for the long term, not just on launch day.
The Club is first discovered on the site, via the landing page accessible from the menu and promo banners. Then the welcome flow takes over: it triggers automatically when someone joins the Club, reuses the same codes, and adds the welcome promo code and a tour of the product worlds.
The presentation page on the site. Signature green hero with the immediate promise ("€1 = 1 clover, up to €45 off"), followed by the rewards-tier timeline, the Club / Club VIP comparison table, and the "How to collect clovers" block. A page that has to deliver the promise in under three mobile scrolls, without drowning in jargon.
Triggered automatically when someone joins the Club, on Splio. It reuses the landing's codes (same green hero, same tiers, same tier comparison) and adds two building blocks that turn sign-up into a first order: the welcome promo code (-€5 on €40+ orders) and a journey by product world ("feeling great", "caring for my skin", etc.).
A CRM system launched from scratch, with a visual identity that holds up on the site and in the inbox alike.
Project carried out as in-house Art Director at Onatera, as part of the loyalty programme launch in 2024. Visuals and brand reproduced with permission. All rights to the brand, logo and original visuals remain the property of Onatera.
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