Van Noy Group: Wine & Spirits


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Wine & Spirits Case Studies

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Van Noy Group: Wine & Spirits

  1. 1. The Van Noy GroupforWineandSpiritsCreative Case Studies
  2. 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 freshBRAND STRATEGY environment. appeal to capture attention at point VNG builds collaborative relationships with of purchase. And we’ve devisedBRAND/PRODUCT clients. We ensure that we understand your creative and cost-effective ways toIDENTITY boost sales of well-known products needs, objectives, challenges, cost parameters, through promotions tied to seasonalPACKAGE DESIGN opportunities and new market competitive opportunities, and supply chain segments. You’ll find numerousMERCHANDISING complexities BEFORE we propose creative examples on the following pages.DIGITAL ASSET design solutions.MANAGEMENT The solutions we propose focus clearly on Table of contentsSOURCING AND SUPPLY Gaetano Specialties 4 authenticating your brand, communicatingMANAGEMENT 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 292 3
  3. 3. GaetanoSpecialtiesGaetano Specialties targeted theGen X market with three newflavored schnappses: LemonHead, Peach Head and AppleHead. Van Noy Group projectedthe young, distinctly differentpersonality of the liqueurs inbottle designs that appeal to thistrendy, unconventional audience. Winner of a CLIO award (one of the world’s most prestigious industry competitions) for Package Design4 5
  4. 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.6 7
  5. 5. Kahlúa Inspiring travelers to generate explorations demonstrate the incremental sales for Kahlúa began extensive and diverse creativeDuty-Free with a number of positioning strategies. These shrink-wrap process Van Noy Group employs in executing a packaging assignment.8 9
  6. 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.10 11
  7. 7. GaetanoSchnappsGaetano sought a morecontemporary image toincrease the perceived valueof its family of flavoredproducts. Van Noy Groupdeveloped new labelsand neckers in a modern,graphic style. The bold flavorprompts on each bottle inviteconsumers to imagine theappetizing taste inside.12 13
  8. 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.14 15
  9. 9. Lambert BridgeWine ClubPoint of sale materials including anelegant tasting menu and two-tiers ofwine club membership identificationadded to the cache of Lambert Bridge’spremium brand experience.16 17
  10. 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.18 19
  11. 11. Oakridge Peller Estates, building on a half- Van Noy Group developed two century in the Canadian market, sophisticated approaches thatWines sought an upscale image for its Oakridge wines. captured the brand’s national heritage.20 21
  12. 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.22 23
  13. 13. CalleOchoSouthern Wines & Spiritslaunched a new brand ofcitrus-flavored rum andtequila products namedfor the Miami festival thattakes place on Calle Ocho(8th Street). Van Noy Groupcaptured that spirit indistinctive gradated bottlesthat appealed to both in-storeand on-premise audiences.24 25
  14. 14. Don SalvadorTequilaProduced from agave grown onhis family’s estate, Don Salvador’stequila was a premium productin need of a premium look.Van Noy Group replaced 1945-erapackaging with a new bottle andlabeling featuring the Don himself,while supervising all printing andproduction in Mexico.26 27
  15. 15. 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 substantiation28 29
  16. 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.com30