Packaging Contents: Wine Affinity Creative's Sweet Redesign for Oliver Winery How do you makeover the flagship label of a 700,000 case winery? "Very carefully," says Cynthia Sterling, Creative Director at Affinity Creative Group, who recently led a close-in and finely tuned brand redesign program for Oliver Winery & Vineyards. Since its modest beginnings in Bloomington, Indiana, in 1960, Oliver Winery and Vineyards has grown to become one of the largest wine producers in the U.S. Their success is fueled by a philosophy that all styles of wine deserve the highest degrees of the winemaker's craft, commitment to quality and respect for customer choice. With the goal of expanding retail distribution and inviting more consumers to explore the Oliver range of fruit-forward, refreshing and tasty wines, Oliver leadership engaged Affinity Creative to carefully and delicately evolve the look of its foundational line of wines, known as The Soft Wine Collection.