The Van Noy Groupfor the

ApexNeverKink PackagingProgram

A Creative Case Study

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Table of Contents

Branding to boldly convey a key promise 4

Positioning to boldly deliver on the promise 5

The “Not-so Secret Ingredient” 6

A Recognizable family identity 7

Packaging that makes choices clear 8

Getting it right on- and off-shelf 10

Services 12

Clients 13

Problem: Teknor Apex launched a new premium-priced garden hose brand incorporating a proprietary technology which solves consumers’ #1 performance complaint –kinking. Despite clear superiority in product engineering, the new line did not sell. After two-failed attempts to brand and position the new product, Apex asked VNG to propose a strategic solution.

Solution: VNG recognized that the previous two brand launches failed to communicate the new hose’s essential point of difference, and to promise the benefit research indicated hose users were willing to pay more for. VNG focused on making every aspect of the product, branding and packaging clearly rein-force the new hoses’ advantage over standard hoses in the marketplace.

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

REFLEXwith

self-straightening,anti-kink technologycon REFLEX MESH

MESHTecnología que permite que no se enrosque y que se estire sola

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Branding to boldly conveya key promise

Previous brand names left ambiguity as to what the product line promised. VNG’s proposal left no such uncertainty.

Positioning to boldlydeliver on the promise

While other brands claimed resistance to kinking, no other brand in the marketplace indemnified their purchasers with a replacement guarantee. VNG’s recommendations raised APEX authoritatively to best-of-class.

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The “Not-soSecret Ingredient”

The technological genius behind anti-kinking is a high tensile braid around the inner core of the hose that prevents kinking and twisting. VNG insisted upon creating a prominent visual identity for this mesh construction to clearly demonstrate the reason behind the kink-free advantage.

A recognizable family identity

To create memorable product differentiation, VNG proposed adding a clear window along the length of the hose jacket to showcase the Reflex Mesh braiding technology. The distinctive yellow stripe quickly became a signature of the new hose line, winning both trade and consumer recognition.

REFLEXwith

self-straightening,anti-kink technologycon REFLEX MESH

MESHTecnología que permite que no se enrosque y que se estire sola

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Packaging that makeschoices clear

VNG created clean, contemporary designs for each of the NeverKink hose sku’s, using color coding and an icon hierarchy to educate consumers as to important attribute trade-ups throughout the line.

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Getting it right on- and off-shelf

Whether on-shelf at traditional hardware stores, or on-pallet at big box retailers, APEX’s new line stands clearly differentiated from competition, and has achieved the premium pricing and successful sell-through which management envisioned.

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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.