Van Noy Group: BackYard Pro
description
Transcript of Van Noy Group: BackYard Pro
The Van Noy Groupfor the
OSH BackYard Pro PackagingProgram
A Creative Case Study
2 3
Table of Contents
Color coding & logo 4
Category-complementing key art 5
Effective integration on every scale 6
Effective brand blocking 8
Consistent identity made easy 10
Services 12
Clients 13
Problem: With more than 45,000 home-improvement items at its 88 stores throughout California, Orchard Supply Hardware sought to give its own BackYard Pro® private-label product family a sense of breadth, innovation and quality comparable to national brands.
Solution: VNG responded with a unified branding program that could be implemented affordably across diverse product categories by global suppliers providing their own packaging in a wide variety of formats.
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
4 5
Color coding& logo
VNG developed a logotype for the BackYard Pro® name that included astrategic color-coding system to provide brand uniformity while differentiating diverse product categories. Logical color choices such as blue for water-related products and green for garden items adapt the logotype naturally to each category.
Category-complementing key art
VNG developed key art based on collage themes with colors and textures appropriate for each category that also complement the corresponding logotype. Supplied to vendors with specifications for use, the art provides visual consistency across the program, while adapting easily to packages ranging from cartons to hang tags.
HOSE END
GARDENING, PRUNING & CULTIVATING
OUTDOOR POWER EQUIPMENT
STATUARY
WATER GARDENING
6 7
DECORATIVESTATUEESTATUA DECORATIVO
Terra cotta with faux mossappearance
Classical Renaissance design
Durable finish for year-roundoutdoor use
Terra cotta con apariencia de musgo simuladoDiseno clásico del renacimientoCascarilla durable para uso exterior del todo el año
WOMAN’SGLOVESGuantes de la mujer
Medium
Durable SuedeCowhideProtects hands fromcuts and abrasionsZurriago durable del anteprotege las manos contracortes y abrasiones
TB000ET
HANG TAG
CORRUGATED LITHO LABEL
FOLDOVER HANG TAG
CHIPBOARD BOX
HANG CARD
Effective integration on every scale
The program VNG created makes it easy for suppliers on different continents to combine product photography, typography and key art into appealing packaging whose consistent brand identity is obvious regardless of size or shape.
8 9
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.
10 11
VNG distilled the rules for BackYard Pro® package design into a family of style guides for each of six product categories. Available in digital as well as hardcopy form, each guide includes a brand-positioning statement, templates for package panels, master background key art files plus references for PMS
colors, fonts, type sizes and key art use. Specified planogram-compatible package sizes ensure the BackYard Pro program creates an integrated personality from a diverse universe of sources.
Consistent identity made easy
12 13
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
14
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.