The Van Noy Groupfor the
TORO Drip Irrigation PackagingProgram
A Creative Case Study
2 3
About
Table of Contents
Old program 4
Color brand strategy 5
Micro/macro view 6
New case cuts 7
Maximizing shelf utilization and shopping simplicity 8
Drip Planning Guide 10
Point-of-sale support that truly stands out 12-13
Services 14
Clients 15
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.
While the solutions we propose are as diverse
as the marketing opportunities driving them,
we never lose focus on the key principles
behind marketplace success: authenticate
your brand, communicate its core values,
differentiate your product from competition,
make it rational and relevant to the
expectations of your consumer, and create
emotional connections to cement loyalty and
drive repeat business.
Problem: TORO is the premier brand in the DIY drip irrigation category but suf-fered from a commodity perception at point of sale, brought about the proliferation of competitive brands and overwhelming number of similar-seeming drip components on display at retailers.
Solution: VNG repackaged and re-merchan-dised the TORO drip program, creating a unique and recognizable brand presence which dominates the drip aisle. Functional color-coding simplifies purchase selection and more space-efficient merchandising communicates the advantages which set the Toro brand apart.
BRAND STRATEGY
BRAND/PRODUCT IDENTITY
PACKAGE DESIGN
MERCHANDISING
DIGITAL ASSET MANAGEMENT
SOURCING AND SUPPLY MANAGEMENT
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Old program
Competition for shelf space at Home Depot is fierce. This, combined with the numerous SKUs in the Toro drip irrigation family, had created a situation that challenged consumers to understand what they should buy, and challenged Toro to fit the required range of products into their allotted shelf area.
Color brand strategy
For easy identification of drip irrigation products, VNG developed a color-coding system that assigned each item to one of three functional groups: 1-Connect, 2-Distribute and 3-Water. This tied directly to the simple three-step installation process explained in detail by other elements of the Toro program.
Old packaging program
1 CONNECT to water source
2 DISTRIBUTE water throughout landscape
3 WATER plants with appropriate emitters and sprayers
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Micro/macro view New case cuts
VNG enabled Toro to add SKUs within their allotted shelf space by reorienting master carton trays to space-saving vertical-bin configurations. Each bin functions as a self-shipper, reducing board stock and handling requirements.
On each package, a magnified view plus a wider illustration of the relevant section of a drip irrigation system depict the details of each part’s installation, and show the role it performs. This makes it much easier for shoppers to select the parts they need.
Self-Shipping Container
Shipping panel tears off & tray
pulls out
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Maximizing shelf utilizationand shopping simplicity.
Color labels identifying each component’s function within a drip system help consumers select the correct part for their watering needs. And more space-efficient self-shipping cartons fit more SKUs in the same space, in a cleaner, more-inviting display.
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Drip Planning Guide Coordinated with the color-coded, three-step component-identification system on all Toro packaging, VNG created an easy-to-understand, illustrated planning guide for point of sale at Home Depot. The simple but detailed explanations give the DIY shopper a persuasive reason to choose Toro over less in-formative and confidence-inspiring alternatives.
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Point-of-sale supportthat truly stands out.
VNG developed side-wing signage for Toro’s Home Depot displays that conveyed the premium quality of the products, as well as the simplicity of their installation. While providing at-a-glance explanations of the color-coding system for product identification and selection, the side wings also place the Drip Planning Guides in a prominent and inviting location.
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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
16
3315 Westside Road • Healdsburg, CA 95448-9453
Bus: 707.433.3944 • Fax: 707.433.0375 • Email: [email protected]
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.