Van Noy Group: NeverKink


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NeverKink Case Study

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Van Noy Group: NeverKink

  1. 1. The Van Noy Groupfor theApexNeverKinkPackagingProgramA Creative Case Study
  2. 2. About with REFLEX The VAN NOY GROUP has been creating memorable packaging and branding hierarchies Problem: Solution: MESH Teknor Apex launched a new VNG recognized that the previous two since 1971. These services have benefitted a range premium-priced garden hose brand launches failed to communicate of clients in such diverse product categories as brand incorporating a proprietary the new hose’s essential point of technology which solves consumers’ difference, and to promise the benefit health and beauty, wine and spirits, hardware/ #1 performance complaint –kinking. research indicated hose users were lawn and garden, retail, food and nutraceuticals. Despite clear superiority in product willing to pay more for. VNG focusedBRAND STRATEGY VNG builds collaborative relationships with self-straightening, engineering, the new line did not sell. After two-failed attempts to on making every aspect of the product, branding and packaging clearly rein-BRAND/PRODUCTIDENTITY clients. We ensure that we understand your anti-kink technology brand and position the new product, Apex asked VNG to propose a strategic solution. force the new hoses’ advantage over standard hoses in the marketplace.PACKAGE DESIGN needs, objectives, challenges, cost parameters, con REFLEX MESH competitive opportunities, and supply chain Tecnología que permite que no seMERCHANDISING Table of Contents enrosque y que se estire sola complexities BEFORE we propose creativeDIGITAL ASSET design solutions.MANAGEMENT Branding to boldly convey a key promise 4 The solutions we propose focus clearly onSOURCING AND SUPPLY Positioning to boldly deliver on the promise 5 authenticating your brand, communicatingMANAGEMENT its core values, differentiating it from the sea The “Not-so Secret Ingredient” 6 of sameness, and making relevant emotional A Recognizable family identity 7 connections to the customers upon whom your Packaging that makes choices clear 8 success depends. Whether revitalizing an existing brand, or creating a new one, our primary intent Getting it right on- and off-shelf 10 is to give life to positive experiences which will Services 12 drive repeat purchases, cement consumer loyalty, Clients 13 increase your margins and market share.2 3
  3. 3. Branding to boldly convey Positioning to boldlya key promise deliver on the promisePrevious brand names left ambiguity as to what the product line promised. While other brands claimed resistance to kinking, no other brand in theVNG’s proposal left no such uncertainty. marketplace indemnified their purchasers with a replacement guarantee. VNG’s recommendations raised APEX authoritatively to best-of-class.4 5
  4. 4. The “Not-soSecret Ingredient” A recognizable family identity with REFLEX MESH self-straightening, anti-kink technology con REFLEX MESH Tecnología que permite que no se enrosque y que se estire solaThe technological genius behind anti-kinking is a high tensile braid around To create memorable product differentiation, VNGthe inner core of the hose that prevents kinking and twisting. VNG insisted proposed adding a clear window along the length of theupon creating a prominent visual identity for this mesh construction to hose jacket to showcase the Reflex Mesh braiding technology.clearly demonstrate the reason behind the kink-free advantage. The distinctive yellow stripe quickly became a signature of the new hose line, winning both trade and consumer recognition.6 7
  5. 5. Packaging that makeschoices clearVNG created clean, contemporary designs for each of the NeverKink hosesku’s, using color coding and an icon hierarchy to educate consumers as toimportant attribute trade-ups throughout the line.8 9
  6. 6. Getting it righton- and off-shelfWhether on-shelf at traditional hardware stores, or on-pallet at big boxretailers, APEX’s new line stands clearly differentiated from competition,and has achieved the premium pricing and successful sell-through whichmanagement envisioned.10 11
  7. 7. Services ClientsBrand Strategy Merchandising AquaChem Pool Chemicals Kwikset CorporationDefining a brand’s core values, its Capturing attention, helping Armstrong World Industries Meguiar’s Car Waxpoints of difference and relationship navigate the shopping experience,to other brands on the shelf, as well and simplifying buying decisions Black & Decker McCulloch Corporationas its role in an overall business • Signage and point-of-sale materialsstrategy, in order to maintain Central Garden & Pet McGuire Nicholas Manufacturing • Free-standing displays andcontinuity and leverage equities Corona Clipper Montgomery Ward merchandisers• Market research • Product-education and Dexol Industries Night Tracks• Brand Profiling and Segmentation promotional materials• Line extension and versioning Diamond Light Industries Orchard Supply Hardware within brand families Digital Asset Dogloo Rain Bird ManagementBrand/Product Identity • Web-based brand manuals DripMist Redken LaboratoriesVerbal naming architectures and Emhart Rug Doctorvisual-identity systems which • Packaging specifications, die lines,resonate with consumers to provide photo libraries Franklin Brass Manufacturing Schlage Lock Companymeaning and make relevant Fred Meyer Shop-Vac Inc.connections Sourcing And Supply• Product-naming architectures Management Fresh Gourmet Southern Wine & Spirits• Brand and sub-brand architectures • Material sourcing, sustainability Garden America Teknor/Apex• Pricing tier identification compliance• Visual-identity systems and • Vendor sourcing and quotation Hiram Walker & Sons The Toro Company guidelines procurement Hardie Irrigation Werner Ladder • Production coordination and The Kahlúa CompanyPackage Design quality controlThe first “moment of truth”, • Inventory managementdisplaying how a product looks, feels,functions, compares, and appeals• Structural concepts including sustainability metrics• Visual design concepts• Informational messaging and price-point substantiation12 13
  8. 8. 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. 3315 Westside Road • Healdsburg, CA 95448-9453 Bus: 707.433.3944 • Fax: 707.433.0375 • Email: vng@vannoygroup.com14