Wine & Spirits Case Studies

1. The Van Noy Group
for
Wine
and
Spirits
Creative Case Studies

2. About
The VAN NOY GROUP has been creating Innovative solutions
memorable packaging and branding hierarchies Marketers of wines and spirits Van Noy Group has been providing
face challenges ranging from effective answers for years—to
since 1971. These services have benefitted a range maintaining interest in mature some of the most established
of clients in such diverse product categories as brands and inducing trial of new names in the category, as well as
products, to providing packaging some of the newest. We’ve helped
health and beauty, wine and spirits, hardware/ and promotional efforts that brand extensions benefit from
convince distributors and retailers existing consumer equity. We’ve
lawn and garden, retail, food and nutraceuticals.
to make room in a crowded retail given emerging brands fresh
BRAND STRATEGY
environment. appeal to capture attention at point
VNG builds collaborative relationships with of purchase. And we’ve devised
BRAND/PRODUCT
clients. We ensure that we understand your creative and cost-effective ways to
IDENTITY
boost sales of well-known products
needs, objectives, challenges, cost parameters, through promotions tied to seasonal
PACKAGE DESIGN opportunities and new market
competitive opportunities, and supply chain
segments. You’ll find numerous
MERCHANDISING complexities BEFORE we propose creative examples on the following pages.
DIGITAL ASSET design solutions.
MANAGEMENT
The solutions we propose focus clearly on Table of contents
SOURCING AND SUPPLY Gaetano Specialties 4
authenticating your brand, communicating
MANAGEMENT Lambert Bridge Passport 6
its core values, differentiating it from the sea
Kahlúa Duty-Free 8
of sameness, and making relevant emotional Venezia Sangiovese Saluté 10
connections to the customers upon whom your Gaetano Schnapps 12
Lambert Bridge Business System 14
success depends. Whether revitalizing an existing
Lambert Bridge Wine Club 16
brand, or creating a new one, our primary intent
Kahlúa Summer 18
is to give life to positive experiences which will Oakridge 20
drive repeat purchases, cement consumer loyalty, CA Wine Magazine 22
Calle Ocho 24
increase your margins and market share.
Don Salvador 26
Services 28
Clients 29
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3. Gaetano
Specialties
Gaetano Specialties targeted the
Gen X market with three new
flavored schnappses: Lemon
Head, Peach Head and Apple
Head. Van Noy Group projected
the young, distinctly different
personality of the liqueurs in
bottle designs that appeal to this
trendy, unconventional audience.
Winner of a CLIO award (one of the
world’s most prestigious industry
competitions) for Package Design
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4. Lambert Bridge
Passport
To help Lambert Bridge capitalize on their
Bordeaux-themed Passport experience,
Van Noy Group created this collectible
Art-Nouveau-style poster and promotional
program. An overwhelming number of wine
lovers asked to purchase the poster, and
many credited their decision to visit the
winery to the memorable identity inspired
by the graphics.
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5. Kahlúa
Inspiring travelers to generate explorations demonstrate the
incremental sales for Kahlúa began extensive and diverse creative
Duty-Free with a number of positioning
strategies. These shrink-wrap
process Van Noy Group employs in
executing a packaging assignment.
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6. Venezia Sangiovese
Saluté
For its premium Sangiovese
bottling, Venezia asked Van Noy
Group to create a gift box that
would underscore the Tuscan
heritage of this new California
varietal. An array of structural
techniques, colors and textures
leaves an impression as rich and
distinctive as the wine itself.
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7. Gaetano
Schnapps
Gaetano sought a more
contemporary image to
increase the perceived value
of its family of flavored
products. Van Noy Group
developed new labels
and neckers in a modern,
graphic style. The bold flavor
prompts on each bottle invite
consumers to imagine the
appetizing taste inside.
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8. Lambert Bridge
Business System
This blank-sheet renovation of a fine winery’s
marketing materials transformed the way it’s
perceived by customers and business associates.
The new portfolio elevates the image of Sonoma
County’s Lambert Bridge to a stature worthy
of the world-class wines they produce.
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9. Lambert Bridge
Wine Club
Point of sale materials including an
elegant tasting menu and two-tiers of
wine club membership identification
added to the cache of Lambert Bridge’s
premium brand experience.
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10. Kahlúa
Summer
Preparing for the summer party
season, without the incremental
cost of hang tags, cartons and other
items, led Kahlúa to build on their
previous success with a high-impact
shrink wrap completely developed
and supervised by the Van Noy
Group. The new wrap met all of the
objectives at a virtually negligible
cost per package.
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11. Oakridge
Peller Estates, building on a half- Van Noy Group developed two
century in the Canadian market, sophisticated approaches that
Wines sought an upscale image for its
Oakridge wines.
captured the brand’s national
heritage.
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12. CA Wine
Magazine
Van Noy Group’s wine and spirits experience led to a request
from the originator of CA Wine Magazine to develop the total
look and feel of the inaugural issue. This included everything
from logo design and illustration negotiations, to managing
all product and location photography, as well as creating
marketing communications materials for sell-in at retail.
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13. Calle
Ocho
Southern Wines & Spirits
launched a new brand of
citrus-flavored rum and
tequila products named
for the Miami festival that
takes place on Calle Ocho
(8th Street). Van Noy Group
captured that spirit in
distinctive gradated bottles
that appealed to both in-store
and on-premise audiences.
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14. Don Salvador
Tequila
Produced from agave grown on
his family’s estate, Don Salvador’s
tequila was a premium product
in need of a premium look.
Van Noy Group replaced 1945-era
packaging with a new bottle and
labeling featuring the Don himself,
while supervising all printing and
production in Mexico.
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15. Services Clients
Brand Strategy Merchandising AquaChem Pool Chemicals Kwikset Corporation
Defining a brand’s core values, its Capturing attention, helping Armstrong World Industries Meguiar’s Car Wax
points of difference and relationship navigate the shopping experience,
to other brands on the shelf, as well and simplifying buying decisions Black & Decker McCulloch Corporation
as its role in an overall business • Signage and point-of-sale materials
strategy, in order to maintain Central Garden & Pet McGuire Nicholas Manufacturing
• Free-standing displays and
continuity 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
Management
Brand/Product Identity • Web-based brand manuals
DripMist Redken Laboratories
Verbal naming architectures and Emhart Rug Doctor
visual-identity systems which • Packaging specifications, die lines,
resonate with consumers to provide photo libraries Franklin Brass Manufacturing Schlage Lock Company
meaning 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 Company
Package Design quality control
The first “moment of truth”, • Inventory management
displaying how a product looks, feels,
functions, compares, and appeals
• Structural concepts including
sustainability metrics
• Visual design concepts
• Informational messaging and
price-point substantiation
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16. 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.com
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