NeverKink Case Study

1. The Van Noy Group
for the
Apex
NeverKink
Packaging
Program
A Creative Case Study

2. About
with
REFLEX
The VAN NOY GROUP has been creating
memorable packaging and branding hierarchies Problem: Solution:
MESH
Teknor Apex launched a new VNG recognized that the previous two
since 1971. These services have benefitted a range premium-priced garden hose brand launches failed to communicate
of clients in such diverse product categories as brand incorporating a proprietary the new hose’s essential point of
technology which solves consumers’ difference, and to promise the benefit
health and beauty, wine and spirits, hardware/ #1 performance complaint –kinking. research indicated hose users were
lawn and garden, retail, food and nutraceuticals. Despite clear superiority in product willing to pay more for. VNG focused
BRAND STRATEGY
VNG builds collaborative relationships with
self-straightening,
engineering, the new line did not
sell. After two-failed attempts to
on making every aspect of the product,
branding and packaging clearly rein-
BRAND/PRODUCT
IDENTITY clients. We ensure that we understand your anti-kink technology
brand and position the new product,
Apex asked VNG to propose a
strategic solution.
force the new hoses’ advantage over
standard hoses in the marketplace.
PACKAGE DESIGN
needs, objectives, challenges, cost parameters,
con REFLEX MESH
competitive opportunities, and supply chain Tecnología que permite que no se
MERCHANDISING Table of Contents
enrosque y que se estire sola
complexities BEFORE we propose creative
DIGITAL ASSET design solutions.
MANAGEMENT Branding to boldly convey a key promise 4
The solutions we propose focus clearly on
SOURCING AND SUPPLY Positioning to boldly deliver on the promise 5
authenticating your brand, communicating
MANAGEMENT
its core values, differentiating it from the sea The “Not-so Secret Ingredient” 6
of sameness, and making relevant emotional
A Recognizable family identity 7
connections to the customers upon whom your
Packaging that makes choices clear 8
success depends. Whether revitalizing an existing
brand, or creating a new one, our primary intent Getting it right on- and off-shelf 10
is to give life to positive experiences which will Services 12
drive repeat purchases, cement consumer loyalty, Clients 13
increase your margins and market share.
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3. Branding to boldly convey Positioning to boldly
a key promise deliver on the promise
Previous brand names left ambiguity as to what the product line promised. While other brands claimed resistance to kinking, no other brand in the
VNG’s proposal left no such uncertainty. marketplace indemnified their purchasers with a replacement guarantee.
VNG’s recommendations raised APEX authoritatively to best-of-class.
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4. The “Not-so
Secret Ingredient”
A recognizable
family identity
with
REFLEX
MESH
self-straightening,
anti-kink technology
con REFLEX MESH
Tecnología que permite que no se
enrosque y que se estire sola
The technological genius behind anti-kinking is a high tensile braid around To create memorable product differentiation, VNG
the inner core of the hose that prevents kinking and twisting. VNG insisted proposed adding a clear window along the length of the
upon creating a prominent visual identity for this mesh construction to hose jacket to showcase the Reflex Mesh braiding technology.
clearly demonstrate the reason behind the kink-free advantage. The distinctive yellow stripe quickly became a signature of the
new hose line, winning both trade and consumer recognition.
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5. Packaging that makes
choices clear
VNG created clean, contemporary designs for each of the NeverKink hose
sku’s, using color coding and an icon hierarchy to educate consumers as to
important attribute trade-ups throughout the line.
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6. Getting it right
on- and off-shelf
Whether on-shelf at traditional hardware stores, or on-pallet at big box
retailers, APEX’s new line stands clearly differentiated from competition,
and has achieved the premium pricing and successful sell-through which
management envisioned.
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7. Services Clients
Brand Strategy Merchandising AquaChem Pool Chemicals Kwikset Corporation
Defining a brand’s core values, its Capturing attention, helping Armstrong World Industries Meguiar’s Car Wax
points of difference and relationship navigate the shopping experience,
to other brands on the shelf, as well and simplifying buying decisions Black & Decker McCulloch Corporation
as its role in an overall business • Signage and point-of-sale materials
strategy, in order to maintain Central Garden & Pet McGuire Nicholas Manufacturing
• Free-standing displays and
continuity and leverage equities Corona Clipper Montgomery Ward
merchandisers
• Market research
• Product-education and Dexol Industries Night Tracks
• Brand Profiling and Segmentation promotional materials
• Line extension and versioning Diamond Light Industries Orchard Supply Hardware
within brand families
Digital Asset Dogloo Rain Bird
Management
Brand/Product Identity • Web-based brand manuals
DripMist Redken Laboratories
Verbal naming architectures and Emhart Rug Doctor
visual-identity systems which • Packaging specifications, die lines,
resonate with consumers to provide photo libraries Franklin Brass Manufacturing Schlage Lock Company
meaning and make relevant
Fred Meyer Shop-Vac Inc.
connections Sourcing And Supply
• Product-naming architectures Management Fresh Gourmet Southern Wine & Spirits
• Brand and sub-brand architectures • Material sourcing, sustainability Garden America Teknor/Apex
• Pricing tier identification compliance
• Visual-identity systems and • Vendor sourcing and quotation Hiram Walker & Sons The Toro Company
guidelines procurement Hardie Irrigation Werner Ladder
• Production coordination and
The Kahlúa Company
Package Design quality control
The first “moment of truth”, • Inventory management
displaying how a product looks, feels,
functions, compares, and appeals
• Structural concepts including
sustainability metrics
• Visual design concepts
• Informational messaging and
price-point substantiation
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8. 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.
3315 Westside Road • Healdsburg, CA 95448-9453
Bus: 707.433.3944 • Fax: 707.433.0375 • Email: vng@vannoygroup.com
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