The challenge

Craghoppers needed copy that would put into words the feel of the new Spring Summer 2025 collection. Copy that would echo and emphasise the energy from the SS25 photo and video shoot.

In addition to the overall SS25 intro copy, they were after email copy and web copy to use throughout the launch of the new collection. This copy had to focus on different products, ranges and technologies, using fresh ideas to fit in with layout constraints.

And of course, it all had to be in line with the Craghoppers brand voice.

screenshot mockup of website homepage with outdoorsy photo and text saying 'Embrace Drizzly Days and Stormy Showers' outdoor footwear
mockup image showing social media post with copy introducing the new Craghoppers Spring Summer 2025 collection

What I did

As part of the briefing process, I gathered background information about the collection and asked questions to get a feel for what made the SS25 photo shoot and collection special.

As part of my research, I found out more about the places visited on the photo shoot, and did loads of research into Craghoppers products. I also did customer research, looking into how customers themselves talk about the products and the Craghoppers brand to see if I could echo any of this language in the copy.

I looked at some of the brand's previous high-performing emails, to see what kind of content was most impactful.

I reviewed the Craghoppers brand voice guide to ensure the copy would feel on brand.

The results

I delivered a copy deck with rationale. For the web copy, this included various options for button copy for the client to choose from.

The client reviewed the first draft of the copy and then I made a few tweaks as requested.

The copy has been used on the Craghoppers website, in email marketing, and also adapted for social media, ensuring consistent messaging across channels to promote the new collection as well as continue promoting key product ranges for the warmer months.

screenshot mockup of web homepage hero banner page with copy saying 'Feel Alive in the Outdoors/ Experience the outdoors with all your senses' written by Figure Eight Creative.twear
  • “Jane 'got' the brand straightaway”

    The project and working with Jane met and exceeded our expectations, she 'got' the brief and the brand straightaway which for my stress levels was excellent. She was great at comms too, managing our expectations on when we would receive copy.

    Charlotte Jackson
    Head of Marketing, Craghoppers