Oliver Winery Corporate Brand Assets

Transcription

1 Oliver Winery Corporate Brand Assets 8

2 Oliver Winery connects people through wine. Oliver Winery connects people through wine. We craft wine with expertise and sincere passion. And we are equally attentive to the memorable experiences we create.» Oliver Winery customers, employees, and partners can expect commitment to quality, in even the smallest details, in every Oliver experience.» We make thoughtfully-crafted, fruit-forward wines at one of the largest and most modernly equipped wineries in the eastern U.S.» We are a world-class destination, offering best-inclass service, beautiful grounds, and an approachable wine experience to thousands of visitors each year. 8

3 Brand Personality Consistent use of brand elements from wordmark, color palette, and typefaces, to copy voice and tone is essential in protecting and building the Oliver brand. Oliver products and experiences are invitations to be part of something practical and special. Oliver wines are companions in everyday life. Use the words and phrases in this section to build a stronger experience for our audiences. Team workshops identified these traits and values as central to the identity of Oliver Winery. Highlighted words resonated most strongly with brand stakeholders. Approachable Down-to-earth Genuine Trustworthy Affordable Dynamic Human Thoughtful Authentic Engaging Hospitable Real Believable Exciting Honest Responsible Beautiful Expert Inclusive Responsive Caring Familiar Innovative Sincere Classic Fresh Proven Smart Delicious Friendly Practical Social Dependable Fun Quality-driven Warm 3

4 Voice & Tone All copywriting, design work, and products and services within the Oliver portfolio should use a voice and tone that showcases these words: Practical examples show how to apply the brand voice. LESS LIKE: On sale now! MORE LIKE: Special prices! LESS LIKE: Available at select retailers MORE LIKE: On the shelf where you shop Genuine Fun Smart Warm Approachable LESS LIKE: Easy to drink MORE LIKE: Pour-me-anotherglass drinkability These word oppositions clarify the intent behind Oliver s brand personality traits. LESS LIKE: Grown in ideal conditions MORE LIKE: Sun-ripened in a California vineyard WE ARE affordable exciting high-quality dependable smart specific emotional BUT NOT cheap rowdy pretentious predictable contrived exclusive pandering 4

5 Audience Snapshots When considering brand, it s important to think about audience. Keeping a finger on the pulse of the consumer is essential. To whom are we most often speaking, especially when our products or services have to speak for themselves? Oliver Wine Consumers This is a portrait of the average Oliver Winery consumer based on 2014 consumer survey data. It s important to note that these audience attributes are generalized. Specific target profiles are identified as new products, campaigns, and services are developed. 80% female. 20% male. Ages range across generations. Our most avid consumers are Gen X (37-55) or Millenial (21-36) Our audience includes cooking enthusiasts, home décor enthusiasts, online shoppers, news junkies and avid readers, and movie lovers. (Google Analytics) A 2014 Neilsen study found that 88 percent of wine consumers purchase wine at retail establishments. Female Oliver Wine consumers most often purchase wine in grocery stores. 5

6 More Audience Insights Customers at our retail locations have unique characteristics. Here is a breakdown based on a 2014 survey. About 80 percent of Oliver Winery s business is via national distribution. Soft Collection, Sangria Classic and White Sangria, The Vine Series, Beanblossom Hard Cider, Camelot Mead, and our flavored honey wines have widest distribution. Wines sold only in Indiana are: White Zinfandel, Shiraz, Sauvingon Blanc, Riesling, Pinot Grigio, Gewürztraminer, Cabernet Sauvignon, and select Creekbend varietals. Wines such as Blackberry are sold at our SR 37 tasting room and direct-toconsumer online, but not in stores. OLIVER WINERY TASTING ROOM CUSTOMERS 78% female 75% from Indiana (Monroe, Marion, and Indianapolis Metro area) 66% are returning visitors 70% of visitors planned their trip about a week in advance Shipping AK, CA, CO, DC, FL, GA, IL, IN, LA, MI, MN, MO, MT, NC, ND, NH, SC, TN, TX, WA, WI, WY Distribution CO, CT, FL, IL, IN, IA, KS, KY, MI, MN, MO, NE, NC, OH, RI, TN, VA, WV, WI OLIVER WINERY DOWNTOWN CUSTOMERS 67% female 47% are Most visit once a month or every few months 6

7 Corporate Logo The Oliver logo is a simple and classic wordmark. This elegant and sophisticated display of the Oliver name evokes feelings of quality, tradition, and thoughtfulness. Consistent use makes our brand stronger. A clear space around the logo must always be maintained and only approved for use versions of the logo should be used. PMS 463 PMS 125 2C OR 4C PROCESS BLACK AND WHITE» APPROVED LOGOS ARE AVAILABLE FOR DOWNLOAD AT CONTACT MARKETING@OLIVERWINERY.COM WITH REQUESTS FOR VERSIONS NOT PROVIDED ON THE TRADE WEBSITE. PMS 125 ON SOLID BACKGROUND REVERSE ON SOLID BRAND COLOR 7

8 What Not to Do Consistent and proper use of the Oliver Winery logo is essential. Please use care in displaying the logo properly. Avoid common misuses below. If questions arise regarding proper use of the Oliver mark, contact the marketing department for guidance. DO NOT STRETCH OR DISTORT DO NOT PLACE ON BUSY BACKGROUND DO NOT ROTATE DO NOT PLACE ON BUSY PHOTO DO NOT USE UNAPPROVED LOGO COLORS DO NOT CROP ELEMENTS OF LOGO 8

9 Typography In all official, marketing, and advertising materials, we make consistent font choices. This family of official brand fonts represents the tradition and excellence of Oliver Winery. Primary Fonts MRS. EAVES MR. EAVES 9

10 » IF YOU REGULARLY CREATE SIGNAGE, PRESENTATIONS, OR MATERIALS, OLIVER BRAND FONTS CAN BE INSTALLED ON YOUR COMPUTER. PLEASE CONTACT WITH FONT REQUESTS. Secondary Fonts SENTINEL ARCHER GOTHAM ROUNDED 10

11 Fonts for Everyday For presentations, Word documents, internal communications, and other day-to-day materials created to support the brand, use these fonts. They are broadly available on Mac and PC platforms. GARAMOND ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv HELVETICA ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv

12 Color Palette Oliver Winery s visual brand includes a set of core colors. These should be dominant in branded materials. Core VINTAGE PANTONE 463 C23 M42 Y85 K32 R133 G111 B81 HEX #856F51 LEGACY PANTONE 7555 C0 M22 Y80 K9 R215 G169 B90 HEX #D7A95A SOFT WHITE PANTONE 7499 C1 M2 Y20 K0 R250 G237 B188 HEX #FAEDBC TRAMINETTE PANTONE 614 C6 M2 Y31 K0 R225 G217 B161 HEX #E1D9A1 VINE PANTONE 5777 C28 M11 Y51 K4 R166 G169 B123 HEX #A6A97B ARROWHEAD WARM GRAY 4 C8 M10 Y12 K24 R180 G172 B166 HEX #B4ACA6 Core Family A set of secondary colors offer artistic freedom while maintaining consistency across product lines and brand experiences. CATAWBA PANTONE 7415 C0 M28 Y29 K1 R235 G181 B165 HEX #EBB5A5 Accent HARVEST PANTONE 7579 C0 M56 Y89 K0 R223 G115 B87 HEX #DF7357 CORK PANTONE 466 C5 M18 Y45 K14 R193 G166 B127 HEX #C1A67F CRISP GREEN PANTONE 610 C5 M2 Y70 K3 R224 G210 B104 HEX #E0D268 BILL BLUE PANTONE 7544 C35 M15 Y14 K4 R154 G165 B175 HEX #9AA5AF SLATE BLACK 7 C58 M53 Y60 K17 R108 G104 B100 HEX #6C6864 NECTAR PANTONE 7416 C1 M62 Y73 K0 R234 G116 B106 HEX #EA746A SPICE PANTONE 1797 C1 M87 Y89 K4 R203 G79 B83 HEX #CB4F53 CHAMBOURCIN PANTONE 201 C8 M89 Y59 K22 R161 G87 B96 HEX #A15760 CRUSH PANTONE 500 C5 M43 Y18 K14 R189 G137 B143 HEX #BD898F CONCORD PANTONE 668 C56 M53 Y16 K3 R129 G115 B145 HEX # FRESH PANTONE 5585 C23 M4 Y18 K1 R162 G185 B175 HEX #A2B9AF 12

13 Visual Style Photos and design elements should help Oliver tell a story in line with our voice and tone. Photography Photos should capture a moment in everyday life that is natural and authentic. Photography should: Show an emotional connection that s relatable, in realistic scenes that are not posed or too carefully styled Share something special (e.g. behind the scenes, celebratory) Portray subjects surrounded or enveloped by an experience or environment, a natural state. 13

14 Design Elements Treatments in support of the Oliver brand should show a refined but uncomplicated experience no frills. Rather, smooth curves, white space, earthy tones convey our brand s playful elegance. Use these elements as design tools to illustrate our brand and create cohesion. { } BRACKETS USED TO CONTAIN IMPORTANT INFORMATION OR CALLS TO ACTION. FLOURISH THE FLOURISH IS USED AS A DIVIDER LINE. IT S A NOD TO TRADITION AND PROVIDES A VISUAL CONNECTION TO THE BRAND IDENTITY. GRADIENT BACKGROUNDS TEXTURED GRADIENT HUES EXPRESS WARMTH AND APPROACHABILITY. DESIGN ELEMENTS IN USE DOTTED RULE STYLIZED RULE USED AS A DIVIDER LINE OR IN EMPHASIZING HEADLINES. SOCIAL MEDIA ICONS OLIVER USES THIS FAMILY OF ICONS WHEN SIGNALING SOCIAL MEDIA PRESENCE. DROPLET USED TO EMPHASIZE IMPORTANT INFORMATION OR CALLS TO ACTION. MEDALS GOLD EMBLEM USED TO SHOWCASE AN ACCOLADE EARNED BY THE WINERY. 14

15 Oliver Wine Company Sub-Brand Identities Generally, corporate brand standards apply to all Oliver Winery products and experiences. However, the following entities each have a set of unique traits and guidelines. Similarly, Oliver s various product lines each carry unique visual treatments that should be considered when visual or verbal choices are made. Creekbend Vineyard 4C PROCESS BLACK & WHITE REVERSE SERLIO (TYPEFACE) BLACK Oliver Winery Downtown Wine Bar 2C OR 4C PROCESS REVERSE BLACK & WHITE REVERSE BLACK & WHITE PMS 4625 CENTURY GOTHIC (TYPEFACE) 15

16 Brand Standards In every choice we make, from maintenance to merchandise, we must consider the implications on the Oliver Winery brand. These four standards reflect our company values. Adhere to them with vigilance. 1. Be selective and demanding about quality. This applies to curation of our landscape, creation of our products, and the customer experience.» Did we pay attention to the details?» Is this the highest quality solution we can present? 2. Make choices that show the authenticity of the Oliver brand. Think about this when selecting building materials, merchandise, and sponsorships or brand associations.» Do the aesthetics fit? Are the textures and materials warm and inviting?» Does a product or brand affiliation align with our commitment to craft and quality?» Is the good made of or from the earth metals, wood, cloth, glass, paper? 3. Put people first. People are the heart of our business. Our services, events, and merchandise should enhance the lives of customers and our community.» Would you share a product or experience with your own loved ones?» Is it the right thing to do? 4. Be consistent. A brand is more than just a name or a logo. Adhere to the brand guide with vigilance.» Are these colors, fonts, and materials consistent with the Oliver identity?» Am I speaking, writing, or representing Oliver in the appropriate voice and tone? 16

17 Branded Merchandise Three logo versions are approved for use on merchandise or apparel. The following guidelines will help establish how and when to use each type. Corporate logo Tablecloths, gift cards, glassware, and other merchandise should use this mark. Wordmark logo Extreme small, horizontal applications (e.g. pens) O logo Apparel (See page 17.) Small applications (e.g. bottle stoppers) 17

18 Corporate Apparel Even the color of an employee s logowear can help Oliver Winery show a strong, consistent, and thoughtful brand presence. These styles were selected because of their consistency across vendors and their tie to the Oliver core color family. Official Corporate Apparel Colors BLACK WHITE GRAY CHOCOLATE BROWN Official Corporate Apparel Thread/Ink Guidelines Oliver should always be represented in PMS 1215 or muted gold. NOTE: With Land s End, thread color is goldenrod. At Bloomington Select Embroidery, brandconsistent thread colors are 1670 or If using the O logo, use two thread colors. Thread for the O should be the same color as the garment. For example, on a gray sweater Oliver is muted gold, O is gray. On black, Oliver is muted gold, O is black. See examples above.» MARKETING@OLIVERWINERY.COM WITH REQUESTS FOR MERCHANDISE LOGO FILES OR TO HAVE ALTERNATE COLORS APPROVED. 18