The Van Noy Groupfor the

OSH BackYard Pro PackagingProgram

A Creative Case Study

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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

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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

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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.

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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.

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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

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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.