IKEA needed to reach over a million FAMILY members they couldn’t email.

So we sent them one anyway.

A physical email, delivered through the post.

Based on a simple idea — send an email without an email address — we brought it to life as a handcrafted mailer rooted in IKEA’s belief in craft and care.

Thousands of members across the UK received their first IKEA FAMILY email by hand.

Each one a cross-stitched ‘email’, sewn onto fabric — recreating every detail of a digital interface, from browser buttons to social icons. The process itself gave the piece a pixelated quality, blurring the line between digital and physical.

Through months of design development and prototyping, we refined the craft to ensure every detail felt considered, tactile, and true to the brand.

A tactile, unexpected experience designed to make people stop, engage, and opt in.

The result: over 13% of recipients signed up to email — exceeding expectations and driving both online engagement and sales.