Beehave Winery started as the collaboration between two friends: a hobbyist wine maker and avid bee keeper. The combination birthed their fruity honey wines. They support their main workforce of Napa Valley hives by donating 5% of all profits back into local beekeeping ventures. To extend their branding and connect with their 1,000+ customer email list, they needed a copywriter and designer for their Mailchimp email campaigns.
As their copywriter, I extended their fun, bright voice with a light pace and a focus on copy that connects, over sells to encourage subscribers to anticipate emails with delight, not disgruntlement. The design continued the graphics of their website with organic shapes (housed in Illustrator-designed images) and handwritten textures with coded call-to-action buttons and color. I started my work with them with their welcome email.
For Beehave's second email project, announcing two new flavors to their range, we wanted to focus entirely on the two new flavors with an incredibly light hand for sales and a focus on the summertime season in which the flavors are launching.
The announcement focuses on the sensation and aesthetic of summer relying on bright, dynamic imagery and nostalgic nods with riverside photography (provided by Beehave Winery) and Polaroid photo edits.
The copy itself is familiar and colloquial. The wine descriptions capture the flavor notes without ostracizing those less interested in wine tasting as a skillset/hobby and engaging even the most casual sipper. Photoshop editing hang wine bottles among their key ingredients to emphasize the fruit that builds the bold flavor sets. The final close provides instructions related to product enjoyment while presenting value.
