The Van Noy Groupfor

Orchard Supply Hardware

A Creative Case Study

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About

Table of contentsOne family, Too many personalities 4

Launching a new Brand Mark 5

Graphically strategic packaging 6

Color brand strategy 7

Nostalgic imagery leverages emotions 8

Iconic product functionality 9

Improving the consumer experience 10

A powerful new presence 12

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.

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.

Problem: The lawn and garden chemicals, fertilizers and amendments category offer consumers a dizzying array of brands, features, packaging looks and price points. Store brands can offer outstanding value but must measure up to their national brand equivalents in quality image and brand authenticity in order to encourage trial and ultimately build preference.

Solution: A consistent brand image drawing upon Orchard Supply’s 80-year reputation was leveraged across all lawn and garden-care categories to create a dominating shelf presence. The new program organizes products by function and helps consumers make the right choices for their needs. High quality graphics in-spire confidence and overcome fragmentation by building a leading brand visual recognition throughout the department.

BRAND STRATEGY

BRAND/PRODUCT IDENTITY

PACKAGE DESIGN

MERCHANDISING

DIGITAL ASSET MANAGEMENT

SOURCING AND SUPPLY MANAGEMENT

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One familyToo many personalities

Splitting their garden and landscape-control products, fertilizers and amendments between two different brand names and packaging looks was diluting the impact of retailer Orchard Supply Hardware’s private-label offerings. OSH sought to unify these categories under a new brand name with a cohesive packaging

look. The goal was more than a packaging refresh which would differentiate OSH products from the clutter of numerous national brands on their shelves. OSH also wanted their new brand mark to evoke their rich heritage of supplying quality nursery and garden-care products since 1931.

Launching a new Brand Mark

After deciding to abbreviate their new name to Orchard Brand, OSH challenged VNG to develop a brand mark selecting letterforms reminiscent of the iconic labels that adorned fruit crates of the 1930s. Metallic gradients in gold tones reflect the quality of the Orchard Brand product line, while also adding a contemporary touch. And a budding leaf graphic provides an accent symbolizing the “earth-friendly” composition of the garden and landscape-control products, fertilizers and amendments.

Old packaging program

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PANTONE®

1385 C

Vegetable & Flower Care

Home Pest Control

Animal Repellants

Non-selective Weed Control

Lawn Weed Control

Outdoor Insect Control

Dog Patch

Orchard Potting Soil

Sun & Shade

Orchard Natural Potting Soil

PANTONE®

606 C

PANTONE®

179 C

PANTONE®

464 C

PANTONE®

124 C

PANTONE®

484 C

PANTONE®

7503 C

PANTONE®

7494 C

PANTONE®

7492 C

PANTONE®

7490 C

PANTONE®

367 C

Color brand strategy

Vegetable & Flower Care

Home Pest Control

Animal Repellents

Non-selective Weed Control

Lawn Weed Control

Outdoor Insect Control

Dog Patch

Orchard Potting Soil

Sun & Shade

Orchard Natural Potting Soil

Graphically strategic packaging

VNG recommended all-white bottles to give labels a clean palette on which to project. Bold color bands organize products by function and showcase product names, which appear in distinctive fonts. A products primary use is conveyed at a glance by botanical-

style illustrations reminiscent of vintage seed packets and gardening catalogs. Secondary illustrations help consumers find the best products for their particular needs. Active-ingredient and regulatory copy complies with EPA mandatory requirements.

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The natural artistry of botanical-style illustrations resonates with today’s gardener’s aspirations as well as inspiring an emotional connection to the past.

It also positions Orchard Brand products by conveying a heritage of quality.

Nostalgic imagery leverages emotions

Iconic product functionality

VNG developed a library of icons to quickly educate consumers about product functions and help them select the appropriate product for their needs. Control products display close-up illustrations of the pests, diseases or weeds targeted by each

product’s formulation. Amend-ments and fertilizers carry icons that identify the types of vegetation, indoor or outdoor applications, and other selection criteria for the product.

f l o w e r s

i n d o o r

g a r d e n s o i l s v e g e t a b l e s

o u t d o o r

t r e e s & s h r u b s h i g h u s e

p o t s & c o n t a i n e r s

l a w n

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Improving the consumer experience

When VNG was finished, OSH was able to stock its shelves with a well-organized family of products whose strong cohesive identity makes a sweeping statement about the core values behind its new Orchard Brand. With a clearly

defined color-coding system that expedites selection and appealing, aspirational graphics which promise quality solutions to their gardening needs, Orchard Brand succeeded in delivering consumers a more rewarding shopping experience.

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A powerful new presence Orchard Brand’s clean, crisp presentation dominates the shelf by establishing a clearly cohesive brand-block that rivals its many national competitors in sales appeal.

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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.