The Van Noy Groupfor the

Toro Hose End PackagingProgram

A Creative Case Study

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Table of Contents

How to differentiate 4

A new substrate solution 5

Outsource and follow-up 6

Graphically strategic packaging 7

Shelf presence 8

Services 10

Clients 11

Problem: Toro envisioned an opportunity in the hose end category to leverage their brand name and reputation in turf irrigation by developing a pre-mium line of highly-styled watering products with enhanced quality and durability.

Solution: VNG created a structurally-innovative packaging program that departs from the status-quo of boxed and hang-tagged products. Polypropylene printed with metallic inks showcases the modern styling and unique performance features which set the Toro brand apart.

About

The VAN NOY GROUP has been creating

memorable packaging and branding hierarchies

since 1971. These services have benefitted a range

of clients in such diverse product categories as

health and beauty, wine and spirits, hardware/

lawn and garden, retail, food and nutraceuticals.

VNG builds collaborative relationships with

clients. We ensure that we understand your

needs, objectives, challenges, cost parameters,

competitive opportunities, and supply chain

complexities BEFORE we propose creative

design solutions.

The solutions we propose focus clearly on

authenticating your brand, communicating

its core values, differentiating it from the sea

of sameness, and making relevant emotional

connections to the customers upon whom your

success depends. Whether revitalizing an existing

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.

BRAND STRATEGY

BRAND/PRODUCT IDENTITY

PACKAGE DESIGN

MERCHANDISING

DIGITAL ASSET MANAGEMENT

SOURCING AND SUPPLY MANAGEMENT

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How todifferentiate

VNG proposed structural concepts appropriate to each unique product. Resulting solutions balance product visibility and messaging with efficient space utilization in a planogram display.

A new substrate solution

The solution to the problem was to create a new package with a completely different material to differentiate the product from the others in the 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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Outsource and follow-up

All aspects of the manufacturing process including packaging were contracted through partners in China. VNG sourced qualified, specialty printers and supervised each stage of production to ensure final packaging lives up to the premium quality promise.

Graphically strategic packaging

VNG met the challenge, designing unique packaging structures of flexible, translucent polypropylene printed with metallic ink for a fresh, modern look. Distinctive case-cut merchandising reinforces premium positioning at point of sale.

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Shelf presence

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.

Final package design showcases product styling, communicates important features and step-ups, and provides versaltility for hanging or shelf display.

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Services Clients

Brand Strategy Defining a brand’s core values, its points of difference and relationship to other brands on the shelf, as well as its role in an overall business strategy, in order to maintain continuity and leverage equities• Market research• Brand Profiling and Segmentation• Line extension and versioning within brand families

Brand/Product Identity Verbal naming architectures and visual-identity systems which resonate with consumers to provide meaning and make relevant connections• Product-naming architectures• Brand and sub-brand architectures• Pricing tier identification• Visual-identity systems and guidelines

Package Design The first “moment of truth”, displaying how a product looks, feels, functions, compares, and appeals • Structural concepts including sustainability metrics• Visual design concepts• Informational messaging and price-point substantiation

Merchandising Capturing attention, helping navigate the shopping experience, and simplifying buying decisions• Signage and point-of-sale materials• Free-standing displays and merchandisers• Product-education and promotional materials

Digital Asset Management• Web-based brand manuals• Packaging specifications, die lines, photo libraries

Sourcing And Supply Management• Material sourcing, sustainability compliance• Vendor sourcing and quotation procurement• Production coordination and quality control• Inventory management

AquaChem Pool Chemicals

Armstrong World Industries

Black & Decker

Central Garden & Pet

Corona Clipper

Dexol Industries

Diamond Light Industries

Dogloo

DripMist

Emhart

Franklin Brass Manufacturing

Fred Meyer

Fresh Gourmet

Garden America

Hiram Walker & Sons

Hardie Irrigation

The Kahlúa Company

Kwikset Corporation

Meguiar’s Car Wax

McCulloch Corporation

McGuire Nicholas Manufacturing

Montgomery Ward

Night Tracks

Orchard Supply Hardware

Rain Bird

Redken Laboratories

Rug Doctor

Schlage Lock Company

Shop-Vac Inc.

Southern Wine & Spirits

Teknor/Apex

The Toro Company

Werner Ladder

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3315 Westside Road • Healdsburg, CA 95448-9453

Bus: 707.433.3944 • Fax: 707.433.0375 • Email: vng@vannoygroup.com

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.