Cooper’s Hawk Loyalty Campaign
Brand Strategy // Content Strategy // Copywriting
Cooper’s Hawk Winery & Restaurants is an upscale casual restaurant, tasting room, and wine bar, complemented by an award-winning winery. With nearly 50 locations across the U.S., and many more in the pipeline, this chain has one of the largest wine club memberships in the country. To ensure their members were signing up and staying for the long-term, the Cooper’s Hawk loyalty marketing team came to us to help them increase member participation with a more engaging welcome email series that would educate and excite new members.
As the brand strategist and copywriter on the Cooper’s Hawk project, I began with content strategy and hierarchy, integrating a scalable “discovery” framework that can be used for other marketing channels.
The team leveraged existing assets to maintain brand consistency and elevated the series with a custom icon system that will help members navigate benefits at every touchpoint. The finished series is educational, easy-to-read, elegant, and inviting.
I did this work as part of a team at BRIGADE.