8

Oliver Winery Corporate Brand Assets

8

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-in-class service, beautiful grounds, and an approachable wine experience to thousands of visitors each year.

Oliver Winery connects people through wine.

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.

Approachable

Affordable

Authentic

Believable

Beautiful

Caring

Classic

Delicious

Dependable

Down-to-earth

Dynamic

Engaging

Exciting

Expert

Familiar

Fresh

Friendly

Fun

Team workshops identified these traits and values as central to the identity of Oliver Winery. Highlighted words resonated most strongly with brand stakeholders.

Genuine

Human

Hospitable

Honest

Inclusive

Innovative

Proven

Practical

Quality-driven

Trustworthy

Thoughtful

Real

Responsible

Responsive

Sincere

Smart

Social

Warm

4

LESS LIKE:On sale now!

MORE LIKE:

Special prices!

Voice & Tone

All copywriting, design work, and products and services within the Oliver portfolio should use a voice and tone that showcases these words:

WE ARE… BUT NOT…

√ affordable cheap √ exciting rowdy √ high-quality pretentious √ dependable predictable √ smart contrived √ specific exclusive √ emotional pandering

LESS LIKE:Available at select retailers

MORE LIKE:

On the shelfwhere you shop

LESS LIKE:Easy to drink

MORE LIKE:

Pour-me-another-glass drinkability

LESS LIKE:Grown in ideal conditions

MORE LIKE:

Sun-ripened in aCalifornia vineyard

Genuine FunSmartWarmApproachable

These word oppositions clarify the intent behind Oliver’s brand personality traits.

Practical examples show how to apply the brand voice.

➺

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?

Ages range across generations. Our most avid consumers are Gen X (37-55) or Millenial (21-36)

80% female. 20% male. 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.

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.

6

ShippingAK, CA, CO, DC, FL, GA, IL, IN, LA, MI, MN, MO, MT, NC, ND, NH, SC, TN, TX, WA, WI, WY

DistributionCO, CT, FL, IL, IN, IA, KS, KY, MI, MN, MO, NE, NC, OH, RI, TN, VA, WV, WI

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-to- consumer 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

OLIVER WINERY DOWNTOWN CUSTOMERS • 67% female• 47% are 21-39 • Most visit once a month or every few months

More Audience InsightsCustomers at our retail locations have unique characteristics. Here is a breakdown based on a 2014 survey.

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 125

2C OR 4C PROCESS BLACK AND WHITE

PMS 125 ON SOLID BACKGROUND REVERSE ON SOLID BRAND COLOR

PMS 463

» APPROVED LOGOS ARE AVAILABLE FOR DOWNLOAD AT WWW.OLIVERWINERY.COM/TRADE.

» CONTACT MARKETING@OLIVERWINERY.COM WITH REQUESTS FOR VERSIONS NOT PROVIDED ON THE TRADE WEBSITE.

8

DO NOT STRETCH OR DISTORT DO NOT PLACE ON

BUSY BACKGROUND

DO NOT USE UNAPPROVED LOGO COLORS

DO NOT ROTATEDO NOT PLACE ON BUSY PHOTO

DO NOT CROP ELEMENTS OF LOGO

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.

9

Primary Fonts

MRS. EAVESABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

MR. EAVESABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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.

10

Secondary Fonts

SENTINELABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ARCHERABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

GOTHAM ROUNDEDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

» IF YOU REGULARLY CREATE SIGNAGE, PRESENTATIONS, OR MATERIALS, OLIVER BRAND FONTS CAN BE INSTALLED ON YOUR COMPUTER. PLEASE CONTACT MARKETING@OLIVERWINERY.COM WITH FONT REQUESTS.

11

GARAMONDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv1234567890

HELVETICAABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv1234567890

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.

12

Color Palette

Oliver Winery’s visual brand includes a set of core colors. These should be dominant in branded materials.

A set of secondary colors offer artistic freedom while maintaining consistency across product lines and brand experiences.

Core

Core Family

Accent

NECTARPANTONE 7416C1 M62 Y73 K0R234 G116 B106HEX #EA746A

SPICEPANTONE 1797C1 M87 Y89 K4R203 G79 B83 HEX #CB4F53

CHAMBOURCINPANTONE 201C8 M89 Y59 K22R161 G87 B96 HEX #A15760

CRUSHPANTONE 500C5 M43 Y18 K14R189 G137 B143 HEX #BD898F

CONCORDPANTONE 668C56 M53 Y16 K3R129 G115 B145 HEX #817391

FRESHPANTONE 5585C23 M4 Y18 K1R162 G185 B175 HEX #A2B9AF

CATAWBAPANTONE 7415C0 M28 Y29 K1R235 G181 B165 HEX #EBB5A5

HARVESTPANTONE 7579C0 M56 Y89 K0R223 G115 B87HEX #DF7357

CORKPANTONE 466C5 M18 Y45 K14R193 G166 B127HEX #C1A67F

CRISP GREENPANTONE 610C5 M2 Y70 K3R224 G210 B104HEX #E0D268

BILL BLUEPANTONE 7544C35 M15 Y14 K4R154 G165 B175 HEX #9AA5AF

SLATEBLACK 7C58 M53 Y60 K17R108 G104 B100HEX #6C6864

VINTAGEPANTONE 463C23 M42 Y85 K32R133 G111 B81HEX #856F51

LEGACYPANTONE 7555C0 M22 Y80 K9R215 G169 B90HEX #D7A95A

SOFT WHITEPANTONE 7499C1 M2 Y20 K0R250 G237 B188 HEX #FAEDBC

TRAMINETTEPANTONE 614C6 M2 Y31 K0R225 G217 B161HEX #E1D9A1

VINEPANTONE 5777C28 M11 Y51 K4R166 G169 B123 HEX #A6A97B

ARROWHEADWARM GRAY 4C8 M10 Y12 K24R180 G172 B166 HEX #B4ACA6

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.”

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.

FLOURISHTHE FLOURISH IS USED AS A DIVIDER LINE. IT’S A NOD TO TRADITION AND PROVIDES A VISUAL CONNECTION TO THE BRAND IDENTITY.

DOTTED RULESTYLIZED RULE USED AS A DIVIDER LINE OR IN EMPHASIZING HEADLINES.

DROPLETUSED TO EMPHASIZE IMPORTANT INFORMATION OR CALLS TO ACTION.

{ }

SOCIAL MEDIA ICONSOLIVER USES THIS FAMILY OF ICONS WHEN SIGNALING SOCIAL MEDIA PRESENCE.

GRADIENT BACKGROUNDSTEXTURED GRADIENT HUES EXPRESS WARMTH AND APPROACHABILITY.

➺MEDALSGOLD EMBLEM USED TO SHOWCASE AN ACCOLADE EARNED BY THE WINERY.

DESIGN ELEMENTS IN USE

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

Oliver Winery Downtown Wine Bar

4C PROCESS BLACK & WHITE REVERSE

PMS 4625

REVERSE BLACK & WHITE REVERSE BLACK & WHITE2C OR 4C PROCESS

CENTURY GOTHIC(TYPEFACE)

SERLIO(TYPEFACE)

BLACK

16

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?

➺

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.

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?

17

Corporate logo Tablecloths, gift cards, glassware, and other merchandise should use this mark.

Wordmark logo Extreme small, horizontal applications (e.g. pens)

“O” logoApparel (See page 17.)Small applications (e.g. bottle stoppers)

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.

Official Corporate Apparel Colors

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, brand-consistent thread colors are 1670 or 1305.

• 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.

» EMAIL MARKETING@OLIVERWINERY.COM WITH REQUESTS FOR MERCHANDISE LOGO FILES OR TO HAVE ALTERNATE COLORS APPROVED.

BLACK WHITE GRAY CHOCOLATE BROWN

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.

18