The Van Noy Groupfor the

TORO Drip Irrigation PackagingProgram

A Creative Case Study

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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

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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.