Van Noy Group: BackYard Pro


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BackYard Pro Case Study

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Van Noy Group: BackYard Pro

  1. 1. The Van Noy Groupfor theOSHBackYard ProPackagingProgramA Creative Case Study
  2. 2. About The VAN NOY GROUP has been creating memorable packaging and branding hierarchies Problem: Solution: With more than 45,000 home- VNG responded with a unified since 1971. These services have benefitted a range improvement items at its 88 stores branding program that could be of clients in such diverse product categories as throughout California, Orchard implemented affordably across Supply Hardware sought to give its diverse product categories by health and beauty, wine and spirits, hardware/ own BackYard Pro® private-label global suppliers providing their lawn and garden, retail, food and nutraceuticals. product family a sense of breadth, own packaging in a wide varietyBRAND STRATEGY innovation and quality comparable of formats. to national brands. VNG builds collaborative relationships withBRAND/PRODUCTIDENTITY clients. We ensure that we understand your needs, objectives, challenges, cost parameters,PACKAGE DESIGN competitive opportunities, and supply chainMERCHANDISING Table of Contents complexities BEFORE we propose creativeDIGITAL ASSET design solutions. Color coding & logo 4MANAGEMENT Category-complementing key art 5 The solutions we propose focus clearly onSOURCING AND SUPPLY Effective integration on every scale 6 authenticating your brand, communicatingMANAGEMENT Effective brand blocking 8 its core values, differentiating it from the sea of sameness, and making relevant emotional Consistent identity made easy 10 connections to the customers upon whom your Services 12 success depends. Whether revitalizing an existing Clients 13 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.2 3
  3. 3. Color coding Category-complementing& logo key artHOSE ENDGARDENING, PRUNING & CULTIVATINGOUTDOOR POWER EQUIPMENTSTATUARYWATER GARDENINGVNG developed a logotype for the BackYard Pro® name that included a VNG developed key art based on collage themes with colors and texturesstrategic color-coding system to provide brand uniformity while appropriate for each category that also complement the correspondingdifferentiating diverse product categories. Logical color choices such logotype. Supplied to vendors with specifications for use, the art providesas blue for water-related products and green for garden items adapt the visual consistency across the program, while adapting easily to packageslogotype naturally to each category. ranging from cartons to hang tags.4 5
  4. 4. Effective integrationon every scale DECORATIVE STATUE ESTATUA DECORATIVO Terra cotta with faux moss appearance Classical Renaissance design Durable finish for year-round outdoor use Terra cotta con apariencia de musgo simulado Diseno clásico del renacimiento Cascarilla durable para uso exterior del todo el año HANG TAG HANG Medium CARD WOMAN’S GLOVES Guantes de la mujer Durable Suede Cowhide Protects hands from cuts and abrasions Zurriago durable del ante protege las manos contra cortes y abrasiones TB000ET CHIPBOARD FOLDOVER BOX HANG TAGThe program VNG created makes it easy for suppliers on different CORRUGATEDcontinents to combine product photography, typography and key art LITHO LABELinto appealing packaging whose consistent brand identity is obviousregardless of size or shape.6 7
  5. 5. Effectivebrand blockingA planogram display of hose-end products exemplifies the brand-blockingpower that saturated colors and bold, recognizable typography give tothe BackYard Pro® program. Shoppers find a wide range of items with aconsistent brand promise of quality.8 9
  6. 6. Consistent identitymade easyVNG distilled the rules for BackYard Pro® package design into a family of colors, fonts, type sizes and key art use. Specified planogram-compatiblestyle guides for each of six product categories. Available in digital as well as package sizes ensure the BackYard Pro program creates an integratedhardcopy form, each guide includes a brand-positioning statement, templates personality from a diverse universe of sources.for package panels, master background key art files plus references for PMS10 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