Orchard Brand Case Study

1. The Van Noy Group
for
Orchard
Supply
Hardware
A Creative Case Study

2. About
The VAN NOY GROUP has been creating Problem: Solution:
memorable packaging and branding hierarchies The lawn and garden chemicals, A consistent brand image drawing
fertilizers and amendments category upon Orchard Supply’s 80-year
since 1971. These services have benefitted a range offer consumers a dizzying array of reputation was leveraged across all
of clients in such diverse product categories as brands, features, packaging looks lawn and garden-care categories to
and price points. Store brands create a dominating shelf presence.
health and beauty, wine and spirits, hardware/ can offer outstanding value but The new program organizes products
must measure up to their national by function and helps consumers
lawn and garden, retail, food and nutraceuticals. brand equivalents in quality image make the right choices for their
BRAND STRATEGY
and brand authenticity in order to needs. High quality graphics in-
VNG builds collaborative relationships with encourage trial and ultimately build spire confidence and overcome
BRAND/PRODUCT preference. fragmentation by building a leading
IDENTITY clients. We ensure that we understand your
brand visual recognition throughout
needs, objectives, challenges, cost parameters, the department.
PACKAGE DESIGN
competitive opportunities, and supply chain
MERCHANDISING complexities BEFORE we propose creative Table of contents
DIGITAL ASSET design solutions. One family, Too many personalities 4
MANAGEMENT
The solutions we propose focus clearly on Launching a new Brand Mark 5
SOURCING AND SUPPLY
authenticating your brand, communicating Graphically strategic packaging 6
MANAGEMENT
its core values, differentiating it from the sea
Color brand strategy 7
of sameness, and making relevant emotional
Nostalgic imagery leverages emotions 8
connections to the customers upon whom your
success depends. Whether revitalizing an existing Iconic product functionality 9
brand, or creating a new one, our primary intent Improving the consumer experience 10
is to give life to positive experiences which will
A powerful new presence 12
drive repeat purchases, cement consumer loyalty,
Services 14
increase your margins and market share.
Clients 15
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3. One family Launching a new
Too many personalities 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-
Old packaging program friendly” composition of the garden
and landscape-control products,
fertilizers and amendments.
Splitting their garden and landscape- look. The goal was more than a
control products, fertilizers and packaging refresh which would
amendments between two different differentiate OSH products from the
brand names and packaging looks clutter of numerous national brands
was diluting the impact of retailer on their shelves. OSH also wanted
Orchard Supply Hardware’s private- their new brand mark to evoke their
label offerings. OSH sought to unify rich heritage of supplying quality
these categories under a new brand nursery and garden-care products
name with a cohesive packaging since 1931.
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4. Graphically strategic Color brand strategy
packaging
Vegetable & Flower Care PANTONE®
1385 C
Vegetable & Flower Care
Home Pest Control PANTONE®
179 C
Home Pest Control
Animal Repellents PANTONE®
606 C
Animal Repellants
Non-selective Weed Control PANTONE®
464 C
Non-selective Weed Control
Lawn Weed Control PANTONE®
124 C
Lawn Weed Control
Outdoor Insect Control PANTONE®
484 C
Outdoor Insect Control
Dog Patch PANTONE®
7503 C
Dog Patch
Orchard Potting Soil PANTONE®
7494 C
Orchard Potting Soil
VNG recommended all-white style illustrations reminiscent of
Sun & Shade
bottles to give labels a clean vintage seed packets and gardening
PANTONE®
7492 C
367 C
Sun & Shade
palette on which to project. Bold catalogs. Secondary illustrations
color bands organize products by help consumers find the best
function and showcase product products for their particular needs. Orchard Natural Potting Soil
names, which appear in distinctive Active-ingredient and regulatory
PANTONE®
7490 C
Orchard Natural Potting Soil
fonts. A products primary use is copy complies with EPA mandatory
conveyed at a glance by botanical- requirements.
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5. Nostalgic imagery Iconic product
leverages emotions functionality
flowers garden soils vegetables
indoor outdoor pots & containers
lawn trees & shrubs high use
The natural artistry of botanical- It also positions Orchard Brand VNG developed a library of icons to product’s formulation. Amend-
style illustrations resonates with products by conveying a heritage quickly educate consumers about ments and fertilizers carry icons
today’s gardener’s aspirations as well of quality. product functions and help them that identify the types of vegetation,
as inspiring an emotional connection select the appropriate product for indoor or outdoor applications,
to the past. their needs. Control products display and other selection criteria for the
close-up illustrations of the pests, product.
diseases or weeds targeted by each
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6. Improving the
When VNG was finished, OSH defined color-coding system that
was able to stock its shelves with a expedites selection and appealing,
well-organized family of products aspirational graphics which promise
consumer experience whose strong cohesive identity
makes a sweeping statement about
the core values behind its new
quality solutions to their gardening
needs, Orchard Brand succeeded
in delivering consumers a more
Orchard Brand. With a clearly rewarding shopping experience.
10 11

7. 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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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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