The Van Noy Group redesigned Toro's drip irrigation packaging and merchandising program to better differentiate the Toro brand. They developed a color-coding system to simplify product selection and maximized shelf space through more efficient packaging. Signage and planning guides were also created to help consumers install drip irrigation systems and choose Toro over competitors.

1. The Van Noy Group
for the
TORO
Drip Irrigation
Packaging
Program
A Creative Case Study

2. About
The VAN NOY GROUP has been creating Problem: Solution:
memorable packaging and branding TORO is the premier brand in the VNG repackaged and re-merchan-
DIY drip irrigation category but suf- dised the TORO drip program,
hierarchies since 1971. These services have fered from a commodity perception creating a unique and recognizable
benefitted a range of clients in such diverse at point of sale, brought about the brand presence which dominates the
proliferation of competitive brands drip aisle. Functional color-coding
product categories as health and beauty, and overwhelming number of simplifies purchase selection and
BRAND STRATEGY wine and spirits, hardware/lawn and garden, similar-seeming drip components more space-efficient merchandising
on display at retailers. communicates the advantages which
BRAND/PRODUCT
retail, food and nutraceuticals. set the Toro brand apart.
IDENTITY
VNG builds collaborative relationships
PACKAGE DESIGN with clients. We ensure that we understand
MERCHANDISING your needs, objectives, challenges, cost Table of Contents
parameters, competitive opportunities, Old program 4
DIGITAL ASSET
MANAGEMENT and supply chain complexities BEFORE
Color brand strategy 5
we propose creative design solutions.
SOURCING AND SUPPLY
Micro/macro view 6
MANAGEMENT
While the solutions we propose are as diverse
New case cuts 7
as the marketing opportunities driving them,
we never lose focus on the key principles Maximizing shelf utilization and shopping simplicity 8
behind marketplace success: authenticate Drip Planning Guide 10
your brand, communicate its core values,
Point-of-sale support that truly stands out 12-13
differentiate your product from competition,
Services 14
make it rational and relevant to the
expectations of your consumer, and create Clients 15
emotional connections to cement loyalty and
drive repeat business.
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3. Old program Color brand strategy
1 CONNECT
to water source
2 DISTRIBUTE water
throughout landscape
3 WATER plants with
appropriate emitters
and sprayers
Old packaging program
Competition for shelf space at Home Depot is fierce. This, combined For easy identification of drip irrigation products, VNG developed a
with the numerous SKUs in the Toro drip irrigation family, had created a color-coding system that assigned each item to one of three functional
situation that challenged consumers to understand what they should buy, groups: 1-Connect, 2-Distribute and 3-Water. This tied directly to the
and challenged Toro to fit the required range of products into their allotted simple three-step installation process explained in detail by other
shelf area. elements of the Toro program.
4 5

4. Micro/macro view New case cuts
Self-Shipping Shipping panel
Container tears off & tray
pulls out
VNG enabled Toro to add SKUs
within their allotted shelf space
by reorienting master carton
trays to space-saving vertical-
On each package, a magnified view plus a wider illustration of the bin configurations. Each bin
relevant section of a drip irrigation system depict the details of each part’s functions as a self-shipper,
installation, and show the role it performs. This makes it much easier for reducing board stock and
shoppers to select the parts they need. handling requirements.
6 7

5. Maximizing shelf utilization
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,
and shopping simplicity.
more-inviting display.
8 9

6. 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.
10 11

7. Point-of-sale support 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-
that truly stands out. coding system for product identification and selection, the side wings also
place the Drip Planning Guides in a prominent and inviting location.
12 13

8. 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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9. 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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