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 ongoing email content, the main goal is engagement with their email list. Sales, as of this email, are a secondary goal.
Instead, their emails exist live a direct-delivery blog with content-rich emails and interesting details.
For this email, I drew inspiration for a culturally shared fascination with behind-the-scenes content, specifically in the show How It's Made.
The email content walks through the honey wine fermentation process in simple steps that anyone could follow along for a little more knowledge about the project being advertised. Unlike our prior emails, the design is incredibly simple, leaning into the clean header design (created in Photoshop) and text highlight to let the sharp, witty copy shine.
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As their copy-writer, my goal was to translate a complex process into a simple walk through that could illuminate some of the process behind-the-scenes in a way that's skimmable and fun. Humor and value statements sneak in throughout to highlight our brands main selling points: "Fruit that isn't good enough to snack on right then and there isn't fit for fermentation."
Mockup sourced from the following: 1 All other content (including copy writing) is my own.
