VNG was hired by Toro to develop a premium line of hose-end products to differentiate them from competitors. VNG created structurally innovative packaging made of flexible, printed polypropylene instead of boxes or hang tags. This showcased Toro's modern styling and premium positioning on store shelves. VNG outsourced manufacturing to partners in China and supervised production to ensure quality. The final packaging successfully communicated Toro's brand values and premium products.

1. The Van Noy Group
for the
Toro
Hose End
Packaging
Program
A Creative Case Study

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 unique
BRAND STRATEGY durability. performance features which set
the Toro brand apart.
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. How to differentiate 4
MANAGEMENT A new substrate solution 5
The solutions we propose focus clearly on
SOURCING AND SUPPLY Outsource and follow-up 6
authenticating your brand, communicating
MANAGEMENT
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. How to A new
differentiate substrate solution
VNG proposed structural concepts appropriate to each unique product. The solution to the problem was to create a new package with a completely
Resulting solutions balance product visibility and messaging with different material to differentiate the product from the others in the
efficient 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.
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4. Outsource Graphically strategic
and follow-up packaging
All 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, modern
printers and supervised each stage of production to ensure final packaging look. Distinctive case-cut merchandising reinforces premium positioning
lives up to the premium quality promise. at point of sale.
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5. Shelf
presence
A planogram display of hose-end products exemplifies the brand-blocking Final package design showcases product styling, communicates important
power 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 a
consistent brand promise of quality.
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6. 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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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.com
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