The Van Noy Group was hired by Orchard Supply Hardware to develop a unified branding program for their BackYard Pro private-label product line. VNG created a logo, color-coding system, and category-specific key art to give the line consistency across 88 stores. They developed style guides detailing templates and branding rules to make it easy for global suppliers to design compliant packaging in various formats from boxes to hang tags. The program allows for a wide range of products to have an integrated look that clearly identifies them as part of the BackYard Pro line and creates brand blocking in stores.

1. The Van Noy Group
for the
OSH
BackYard Pro
Packaging
Program
A Creative Case Study

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 variety
BRAND STRATEGY innovation and quality comparable of formats.
to national brands.
VNG builds collaborative relationships with
BRAND/PRODUCT
IDENTITY clients. We ensure that we understand your
needs, objectives, challenges, cost parameters,
PACKAGE DESIGN
competitive opportunities, and supply chain
MERCHANDISING Table of Contents
complexities BEFORE we propose creative
DIGITAL ASSET design solutions. Color coding & logo 4
MANAGEMENT Category-complementing key art 5
The solutions we propose focus clearly on
SOURCING AND SUPPLY Effective integration on every scale 6
authenticating your brand, communicating
MANAGEMENT
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.
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3. Color coding Category-complementing
& logo key art
HOSE END
GARDENING, PRUNING & CULTIVATING
OUTDOOR POWER EQUIPMENT
STATUARY
WATER GARDENING
VNG developed a logotype for the BackYard Pro® name that included a VNG developed key art based on collage themes with colors and textures
strategic color-coding system to provide brand uniformity while appropriate for each category that also complement the corresponding
differentiating diverse product categories. Logical color choices such logotype. Supplied to vendors with specifications for use, the art provides
as blue for water-related products and green for garden items adapt the visual consistency across the program, while adapting easily to packages
logotype naturally to each category. ranging from cartons to hang tags.
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4. Effective integration
on 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 TAG
The program VNG created makes it easy for suppliers on different CORRUGATED
continents to combine product photography, typography and key art LITHO LABEL
into appealing packaging whose consistent brand identity is obvious
regardless of size or shape.
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5. Effective
brand blocking
A planogram display of hose-end products exemplifies the brand-blocking
power that saturated colors and bold, recognizable typography give to
the BackYard Pro® program. Shoppers find a wide range of items with a
consistent brand promise of quality.
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6. Consistent identity
made easy
VNG distilled the rules for BackYard Pro® package design into a family of colors, fonts, type sizes and key art use. Specified planogram-compatible
style guides for each of six product categories. Available in digital as well as package sizes ensure the BackYard Pro program creates an integrated
hardcopy 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 PMS
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7. 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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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.com
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