Van Noy Group: Toro Hose End
description
Transcript of Van Noy Group: Toro Hose End
The Van Noy Groupfor the
Toro Hose End PackagingProgram
A Creative Case Study
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Table of Contents
How to differentiate 4
A new substrate solution 5
Outsource and follow-up 6
Graphically strategic packaging 7
Shelf presence 8
Services 10
Clients 11
Problem: Toro envisioned an opportunity in the hose end category to leverage their brand name and reputation in turf irrigation by developing a pre-mium line of highly-styled watering products with enhanced quality and durability.
Solution: VNG created a structurally-innovative packaging program that departs from the status-quo of boxed and hang-tagged products. Polypropylene printed with metallic inks showcases the modern styling and unique performance features which set the Toro brand apart.
About
The VAN NOY GROUP has been creating
memorable packaging and branding hierarchies
since 1971. These services have benefitted a range
of clients in such diverse product categories as
health and beauty, wine and spirits, hardware/
lawn and garden, retail, food and nutraceuticals.
VNG builds collaborative relationships with
clients. We ensure that we understand your
needs, objectives, challenges, cost parameters,
competitive opportunities, and supply chain
complexities BEFORE we propose creative
design solutions.
The solutions we propose focus clearly on
authenticating your brand, communicating
its core values, differentiating it from the sea
of sameness, and making relevant emotional
connections to the customers upon whom your
success depends. Whether revitalizing an existing
brand, or creating a new one, our primary intent
is to give life to positive experiences which will
drive repeat purchases, cement consumer loyalty,
increase your margins and market share.
BRAND STRATEGY
BRAND/PRODUCT IDENTITY
PACKAGE DESIGN
MERCHANDISING
DIGITAL ASSET MANAGEMENT
SOURCING AND SUPPLY MANAGEMENT
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How todifferentiate
VNG proposed structural concepts appropriate to each unique product. Resulting solutions balance product visibility and messaging with efficient space utilization in a planogram display.
A new substrate solution
The solution to the problem was to create a new package with a completely different material to differentiate the product from the others in the category. The material needed to resist water, UV fading and scratching. VNG set about finding a vendor that could supply the necessary flexible substrate and print on it.
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Outsource and follow-up
All aspects of the manufacturing process including packaging were contracted through partners in China. VNG sourced qualified, specialty printers and supervised each stage of production to ensure final packaging lives up to the premium quality promise.
Graphically strategic packaging
VNG met the challenge, designing unique packaging structures of flexible, translucent polypropylene printed with metallic ink for a fresh, modern look. Distinctive case-cut merchandising reinforces premium positioning at point of sale.
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Shelf presence
A planogram display of hose-end products exemplifies the brand-blocking power that saturated colors and bold, recognizable typography give to the BackYard Pro® program. Shoppers find a wide range of items with a consistent brand promise of quality.
Final package design showcases product styling, communicates important features and step-ups, and provides versaltility for hanging or shelf display.
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Services Clients
Brand Strategy Defining a brand’s core values, its points of difference and relationship to other brands on the shelf, as well as its role in an overall business strategy, in order to maintain continuity and leverage equities• Market research• Brand Profiling and Segmentation• Line extension and versioning within brand families
Brand/Product Identity Verbal naming architectures and visual-identity systems which resonate with consumers to provide meaning and make relevant connections• Product-naming architectures• Brand and sub-brand architectures• Pricing tier identification• Visual-identity systems and guidelines
Package Design The first “moment of truth”, displaying how a product looks, feels, functions, compares, and appeals • Structural concepts including sustainability metrics• Visual design concepts• Informational messaging and price-point substantiation
Merchandising Capturing attention, helping navigate the shopping experience, and simplifying buying decisions• Signage and point-of-sale materials• Free-standing displays and merchandisers• Product-education and promotional materials
Digital Asset Management• Web-based brand manuals• Packaging specifications, die lines, photo libraries
Sourcing And Supply Management• Material sourcing, sustainability compliance• Vendor sourcing and quotation procurement• Production coordination and quality control• Inventory management
AquaChem Pool Chemicals
Armstrong World Industries
Black & Decker
Central Garden & Pet
Corona Clipper
Dexol Industries
Diamond Light Industries
Dogloo
DripMist
Emhart
Franklin Brass Manufacturing
Fred Meyer
Fresh Gourmet
Garden America
Hiram Walker & Sons
Hardie Irrigation
The Kahlúa Company
Kwikset Corporation
Meguiar’s Car Wax
McCulloch Corporation
McGuire Nicholas Manufacturing
Montgomery Ward
Night Tracks
Orchard Supply Hardware
Rain Bird
Redken Laboratories
Rug Doctor
Schlage Lock Company
Shop-Vac Inc.
Southern Wine & Spirits
Teknor/Apex
The Toro Company
Werner Ladder
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3315 Westside Road • Healdsburg, CA 95448-9453
Bus: 707.433.3944 • Fax: 707.433.0375 • Email: [email protected]
Jim Van Noy / President
Jim Van Noy is President and Creative Director of
The Van Noy Group, the creative consultancy he founded
in 1971 in Los Angeles. Capitalizing on the experience
he gained as an art director at Chiat/Day Advertising
and other creative firms, Jim secured a roster of clients
including top consumer product brands such as Max
Factor, Redken, Carnation Foods, Vivitar, Giorgio Beverly
Hills, Kahlua, Leiner Health and Kwikset Locks to name
a few. Past president of the Los Angeles Art Directors
Club and a member of the AIGA, Jim was joined in the
firm in 1980 by partner Ann Van Noy who contributes her
experience as a marketing executive.
In 2000, Jim and Ann moved their offices from Los
Angeles to their vineyard in Sonoma County wine country,
where they continue to practice their art as well as craft
their Russian River Pinot Noir.