The Van Noy Groupfor theToroHose EndPackagingProgramA Creative Case Study
About                      The VAN NOY GROUP has been creating                      memorable packaging and branding hiera...
How to                                                                 A newdifferentiate                                 ...
Outsource                                                                    Graphically strategicand follow-up           ...
ShelfpresenceA planogram display of hose-end products exemplifies the brand-blocking   Final package design showcases prod...
Services                                                                          ClientsBrand Strategy                   ...
Jim Van Noy / President               Jim Van Noy is President and Creative Director of           The Van Noy Group, the c...
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Van Noy Group: Toro Hose End


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Toro Hose End Case Study

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Van Noy Group: Toro Hose End

  1. 1. The Van Noy Groupfor theToroHose EndPackagingProgramA Creative Case Study
  2. 2. About The VAN NOY GROUP has been creating memorable packaging and branding hierarchies Problem: Solution: Toro envisioned an opportunity in VNG created a structurally-innovative since 1971. These services have benefitted a range the hose end category to leverage packaging program that departs of clients in such diverse product categories as their brand name and reputation in from the status-quo of boxed and turf irrigation by developing a pre- hang-tagged products. Polypropylene health and beauty, wine and spirits, hardware/ mium line of highly-styled watering printed with metallic inks showcases lawn and garden, retail, food and nutraceuticals. products with enhanced quality and the modern styling and uniqueBRAND STRATEGY durability. performance features which set the Toro brand apart. 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. How to differentiate 4MANAGEMENT A new substrate solution 5 The solutions we propose focus clearly onSOURCING AND SUPPLY Outsource and follow-up 6 authenticating your brand, communicatingMANAGEMENT Graphically strategic packaging 7 its core values, differentiating it from the sea of sameness, and making relevant emotional Shelf presence 8 connections to the customers upon whom your Services 10 success depends. Whether revitalizing an existing Clients 11 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. How to A newdifferentiate substrate solutionVNG proposed structural concepts appropriate to each unique product. The solution to the problem was to create a new package with a completelyResulting solutions balance product visibility and messaging with different material to differentiate the product from the others in theefficient space utilization in a planogram display. 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.4 5
  4. 4. Outsource Graphically strategicand follow-up packagingAll aspects of the manufacturing process including packaging were VNG met the challenge, designing unique packaging structures of flexible,contracted through partners in China. VNG sourced qualified, specialty translucent polypropylene printed with metallic ink for a fresh, modernprinters and supervised each stage of production to ensure final packaging look. Distinctive case-cut merchandising reinforces premium positioninglives up to the premium quality promise. at point of sale.6 7
  5. 5. ShelfpresenceA planogram display of hose-end products exemplifies the brand-blocking Final package design showcases product styling, communicates importantpower that saturated colors and bold, recognizable typography give to features and step-ups, and provides versaltility for hanging or shelf display.the BackYard Pro® program. Shoppers find a wide range of items with aconsistent brand promise of quality.8 9
  6. 6. 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 substantiation10 11
  7. 7. 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.com12