Indiana-based Oliver Winery started as a hobby in the 1960s, and has since grown into a top-rated, award-winning brand known for exceptional fruit-forward wines and onsite hospitality. Their decades’ long labor of love and unique vineyard location led to a large, diverse portfolio, and their brand credo of making wine accessible to everyone inspires a people-first approach. A new digital destination tells the story of how their wine and hospitality combine to make life a little sweeter.
Destination Without Pretense
In the not-so-mainstream winery destination of Indiana, Oliver Winery is an authentic experience, with scenic grounds and first-class service to bring people together. Website design emotes the feeling of being there, with imagery of real people on the Oliver grounds, and messaging paced intentionally as an invitation. Promoting the brand’s more inclusive nature, site strategy features the expressive wines front-and-center, and the complexity behind their craft and expertise is presented simply. It’s a brand and location as accessible as the wines.
Life is Sweet When People Are, Too
Oliver is about people, from the inside out. Partnerships with growers provide real, quality fruit for their wines, and staff has turned the grounds into a local gathering space. Site design is meant to be highly visual, prominently featuring the people behind the brand for a more familial experience. The team is showcased with personal support content, from quotes and stories, to biographies and video.
Coloring a Natural Impression
Woven throughout the site are colorful botanical illustrations of vintage-style flowers and grapes on the vine. The desire to create something that felt new and modern balances with the more well-established nature of the brand. Using Oliver’s logo as a starting place, the website’s color palette is light and fresh, in turn complementing the varied styles of their expansive wine library.
With such a large library of wines, thoughtful information architecture helped overhaul the way products are presented. Collections were simplified, and wine styles made more intuitive. On the homepage and wine landing page, a wine carousel gives the user control over browsing, with the power in the site’s CMS backend over which products are featured. A promotional gallery in the site’s footer works to express brand personality—wine for anyone, bottled without the attitude.
Mobile and Searchable Footprint
Mobile visitors account for more than 50 percent of Oliver’s traffic, so design worked through device-specific enhancements from the beginning, with optimizations like CTAs for easy purchasing no matter where you’re at on the site, and for ease of use no matter where you are when on it (including at the winery itself). A strategic SEO foundation also led to 40%+ more organic traffic, with keyword sourcing, custom title and meta description tags, and search-friendly web architecture creating a stronger brand presence in search, so Oliver’s findable wherever you go.
“Great wine is about more than just the craft — it’s the experience and the people you share it with, too.”