Corporate Brand Assets

Transcription

1 Corporate Brand Assets 8

2 Wine brings people together. At Oliver Winery, we connect people through wine. We craft wine with expertise and sincere passion, and we are equally attentive to the memorable experiences we create. Use these messages and visual elements from values and standards to logos, color palette, typefaces, and voice/tone to protect and build the strength of the Oliver Winery brand. 8

3 Core Narrative Life is sweet. A NARRATIVE is more than a tagline. Life is sweet is about how Oliver Winery s brand experience influences people. It s where our business purpose and customer motivation intersect. Oliver Winery is about living the good life, celebrating milestones, welcoming every flavor of wine lover, and connecting people through wine. our storytelling pillars «These themes are the threads that weave through every Oliver communication. Enjoyment Hospitality Authenticity Craft 3

4 What sets us apart our differentiators We ve never fit neatly inside the box. We re pioneers at heart bold and adventurous. These are the elements that get us there:» we craft sweet wines. Everyone loves our core products, and we embrace them. We own and celebrate sweet wines made well.» we make wine approachable. Many wine experiences can be elitist and alienating. We are fun and accessible, yet refined. We offer an on-ramp for every palate and pocketbook.» we think differently. We make wines that are an expression of fruit, showcasing ingredients by nurturing, rather than interfering. Our geography allows us to explore unique approaches to the wine experience. We innovate with a pioneering spirit.» we offer unparalleled service. We believe in hospitality and go above and beyond to deliver memorable experiences with our products, place, and brand.» we have skin in the game. We are 100% employee-owned. All of us are invested in the company and on board with its ethos of quality and service. 4

5 Voice & Tone We communicate in a unified voice and with a spirit that is: Genuine Smart Fun Warm Approachable Practical examples show how to apply the brand voice. less like: On sale now! more like: Special prices! 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: Available at select retailers more like: On the shelf where you shop. less like: Our wines are accessible more like: Wine is for everyone. we are affordable exciting high-quality dependable smart emotional but not cheap rowdy pretentious predictable contrived pandering 5

6 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. Stick to them with care. 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? 6

7 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 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 trade and 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 (7 in 10 wine consumers are female). Ages range across generations. Our most avid consumers are: Gen X (37-54) and Boomer (53-69). Our target consumers are Millennial (21-36). Our audience is family-focused and includes cooking enthusiasts, shoppers and value seekers, home and garden décor enthusiasts, and news/entertainment junkies). Average annual household income, between $40K-$200K. Oliver wine drinkers are 21% more likely to be married than the average person. More than 70% of wine consumers purchase wine at grocery, convenience, or drug stores. Oliver wine is most often purchased in chain grocery stores. *Compiled from 2017 Spectra BehaviorScape: Total Consumption; 2016 Nielsen Spectra data; Scarborough Multi-market reporting 2014; 2017 Google Analytics, and 2014 Oliver Consumer survey data) 7

8 More Audience Insights Customers at our retail location have unique characteristics. Here is a breakdown based on a 2014 Oliver consumer survey. About 90 percent of Oliver Winery s business is via national distribution in 21 states (and counting!) Widest distribution: Soft Wines, Sangria, Orchard Stand, the Vine Series, Camelot Mead, Bubblecraft, Beanblossom Hard Cider, and Apple Pie Sold only in Indiana: Flight Series and select Creekbend wines Tasting room and online only: Blackberry, Creekbend Collection, Pilot Project, C A S E S 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 and traveled from within a 90-minute driving radius Distribution co, ct, fl, il, in, io, ks, ky, md, mi, mn, mo, ne, nc, oh, ri, tn, tx, va, wv, and wi Shipping ak, al, az, ca, co, dc, fl, ga, il, in, la, ma, mi, mn, mo, mt, nc, nd, nh, or, pa, sc, tn, tx, wa, wi, and wy 8

9 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. Trademark Usage The Circle R symbol is used to show that our company s identity is registered with the U.S. Patent & Trademark Office. A clear space around the logo must always be maintained and only approved for use versions of the logo should be used. In a magazine or newspaper article, point-of-sale, advertisement, webpage, etc., the should only be used in the most prominent appearance of our trademark. Most often we will include: pms 463 pms 125 2c or 4c process black and white OLIVER IS A REGISTERED TRADEMARK OF OLIVER WINE COMPANY On bottle labeling, the should be present only on back labels. On retail merchandise, the addition of the Circle R should not interfere with the aesthetic of an object. As a rule of thumb, err on the side of simplicity. pms 125 on solid background reverse on solid brand color 9

10 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 depicted here. If questions arise regarding proper use of the Oliver mark, contact the marketing department for guidance. do not reposition the circle r. do not stretch or distort do not place on busy background» approved logos are available for download at contact with requests for versions not provided on the trade website. do not rotate do not use unapproved logo colors do not place on busy photo do not crop elements of logo 10

11 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. Wordmark logo Tablecloths, gift cards, glassware, and other merchandise should use this mark. (See page 9 for Trademark use information.) Black and White logo, no flourish Extreme small, horizontal applications (e.g. pens) O logo Apparel (See page 17.) Small applications (e.g. bottle stoppers)» on retail merchandise the addition of the circle r should not interfere with the aesthetic of an object. as a rule of thumb, err on the side of simplicity. 11

12 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 cream 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. With Select Embroidery, thread color is GOLD 1670 or MUTED GOLD 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. If embroidering, please obtain a proof to ensure that the small elements of our marks are legible.» approved logos are available for download at com/trade and in the oliver server s managers drive under marketing/ oliver brand guide. contact marketing@oliverwinery.com with requests for versions not provided on the trade website. 12

13 Typography For all marketing, promotional and advertising materials, we should be consistent in our use of typography. This family of fonts represents the tradition and excellence that is the Oliver brand. Primary Fonts mrs. eaves mr. eaves 13

14 » if you regularly create signage, presentations, or materials, oliver brand fonts can be installed on your computer. please contact with font requests. Secondary Fonts serlio serlio archer gotham archer gotham rounded 14

15 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 abcdefghijklmnopqrstuv abcdefghijklmnopqrstuv abcdefghijklmnopqrstuv arial abcdefghijklmnopqrstuv abcdefghijklmnopqrstuv abcdefghijklmnopqrstuv abcdefghijklmnopqrstuv

16 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 b89 hex #d9a959 cream pantone 7499/35% c1 m1 y4 k0 r253 g250 b243 hex #fdfaf3 vine pantone 5777 c33 m20 y50 k0 r176 g182 b134 hex #b0b686 slate pantone black 7 c58 m53 y60 k17 r109 g104 b94 hex #6d685e maple grove pantone 463 c23 m42 y85 k32 r133 g111 b81 hex #856f51 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 cork pantone 4545 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 arrowhead warm gray 4 c8 m10 y12 k24 r180 g172 b166 hex #b4aca6 nectar pantone 7416 c1 m62 y73 k0 r234 g116 b106 hex #ea746a spice pantone 1797 c0 m90 y85 k0 r239 g65 b54 hex #ef4136 chambourcin pantone 201 c8 m89 y59 k22 r161 g87 b96 hex #a15760 lilac 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 16

17 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. 17

18 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. oliver seals flight-oriented materials use the feather seal. the date seal emphasizes our longevity and is featured on labels in a number of wine collections. botanical illustrations these vibrant, intricately-detailed illustrations communicate authenticity, sophistication, attention to detail, and our connection with nature. use only on white. dotted rule stylized rule used as a divider line or in emphasizing headlines. design elements in use droplet used to emphasize important information or calls to action. patterns two patterns can be used to support brand materials and retail packaging. framed phrasing for short headlines, buttons, indicators, and other calls-to-action. social media icons oliver uses this family of icons when signaling social media presence. 18

19 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 Soft Wines Sangria Orchard Stand Bubblecraft CREEKBEND AND THE CORE FOUR 19

20 Creekbend Collection Creekbend Vineyard is Oliver Winery s commitment to the production of great wine from Indiana-grown grapes. The spearhead illustration in the wordmark represents the many Native American artifacts found on our vineyard grounds and the heritage of the property. As a brand, Creekbend is refined, yet rugged. It s early, yet upscale. We show this with in simple, fine detail and texture, delicate gold foil accents, and an elegant, sturdy color pallete. Typography serlio engravers gothic Spearpoint Sub-brand Core Colors Styling Line Accents maple grove pantone 463 c23 m42 y85 k32 r133 g111 b81 hex #856f51 woodall pantone 7503 c36 m36 y75 k6 r163 g45 b89 hex #a39159 vineyard pantone 7531 c47 m48 y63 k16 r130 g114 b94 hex #86786a Lifestyle 20

21 Oliver Soft Wines The look of the soft wines is colorful with minimal clutter. Type colors are deliberately neutral to place emphasis on the product s approachability and vibrant botanical art. Familiar illustrations provide a point of reference whiles their increased scale is bold, unexpected, and fresh. Typography Sweet, fresh f Pour-me-another-glass mrs. eaves mr. eaves by Soft Wines oliver winery vineyards Evergreen Identity Poster Zimmerman Grape Botanicals Sub-brand Core Colors slate pantone black 7 c58 m53 y60 k17 r109 g104 b94 hex #6d685e legacy pantone 7555 c0 m22 y80 k9 r215 g169 b89 hex #d9a959 cream pantone 7499/35% c1 m1 y4 k0 r253 g250 b243 hex #fdfaf3 Pallet Wrap Case Sleeve Oliver Seal 21

22 Sangria Classic & White Oliver Sangria is a fun beverage. The fun here is not just intrinsic to the nature of wine, it s visible in this sub-brand s look and feel. For Oliver, this level of visual playfulness is unique. We use high-contrast black and white along with bright, crisp citrus hues and oversized type treatments to convey a flavorful, inviting, and refreshing feel. Typography Sangria that s ready to fiesta! mrs. eaves ABCDEFGHIJKLMNOPQRSTUVWXY ABCDEFGHIJKLMNOPQRSTUVWXY gotham book & bold Identity Nameplate Fruit Elements Sub-brand Core Colors classic special match c0 m50 y100 k0 r247 g148 b30 hex #f7931d sangold special match c0 m13 y59 k35 r178 g154 b91 hex #b29a5b spice pantone 1797 c0 m90 y85 k0 r239 g65 b54 hex #ef4136 Custom Stacker Case Sleeve 22

23 Orchard Stand To highlight Orchard Stand s fruit flavor and offer visual cues of high quality and taste, we embrace literal imagery white-washed wood texture, vibrant product photography with fresh fruits, and rich fruit-inspired colors suggest flavor. Mixed type styles with vintage feel and hand-drawn illustrations support a fruit-first message and latent emotional associations of fresh fruit from a summer stand. Typography mrs. eaves ABCDEFGHIJKLMNOPQRSTUVWXY shimmer Identity vintage typewriter Cocktail Recipes U.S. TABLE WINE 2015 OLIVER WINERY, BLOOMINGTON, INDIANA. ALL RIGHTS RESERVED. Ink Blot Sub-brand Core Colors Case Sleeve Styling black cherry special match c20 m94 y100 k11 r182 g48 b23 hex #b62f17 strawberry special match c1 m99 y85 k0 r237 g27 b52 hex #ed1b34 mango special match c8 m42 y100 k0 r227 g155 b27 hex #e79d19 peach special match c0 m75 y100 k10 r219 g92 b30 hex #dc6021 orchard green special match c34 m24 y100 k1 r178 g169 b32 hex #b2a920 Fruit Elements 23

24 Bubblecraft This product s package is traditional and upscale but the perfectly bubbled sweet wine has a light, refreshing profile that is more fun and casual. Thus, supporting design and copy should be lighthearted and up the fun factor. The tagline I ll clink to that highlights the wine s everyday drinkability. We use strong, easy-toread CTAs and fresh design elements such as a gradient bubble pattern and metallic inks to communicate that this brand is smart and aspirational, bubbly but not fussy. Typography serlio mrs. eaves Identity archer Poster Burst Background Bubble Rule Sub-brand Core Colors Metallic Texture burgundy pantone 1807 c33 m99 y95 k51 r102 g13 b16 hex #660d10 rose pantone 7607 c18 m53 y43 k0 r208 g137 b130 hex #cf8a82 lilac pantone 500 c5 m43 y18 k14 r189 g137 b143 hex #bd898f fizz d: c39 m33 y46 k2 m: c28 m23 y36 k0 l: c11 m10 y20 k0 Shelf Blade Necker Rich Media 24