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The Van Noy Groupfor
WineandSpirits
Creative Case Studies
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About
Table of contentsGaetano Specialties 4Lambert Bridge Passport 6Kahlúa Duty-Free 8Venezia Sangiovese Saluté 10Gaetano Schnapps 12Lambert Bridge Business System 14Lambert Bridge Wine Club 16Kahlúa Summer 18Oakridge 20CA Wine Magazine 22Calle Ocho 24Don Salvador 26Services 28Clients 29
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.
BRAND STRATEGY
BRAND/PRODUCT IDENTITY
PACKAGE DESIGN
MERCHANDISING
DIGITAL ASSET MANAGEMENT
SOURCING AND SUPPLY MANAGEMENT
Innovative solutionsMarketers of wines and spirits face challenges ranging from maintaining interest in mature brands and inducing trial of new products, to providing packaging and promotional efforts that convince distributors and retailers to make room in a crowded retail environment.
Van Noy Group has been providing effective answers for years—to some of the most established names in the category, as well as some of the newest. We’ve helped brand extensions benefit from existing consumer equity. We’ve given emerging brands fresh appeal to capture attention at point of purchase. And we’ve devised creative and cost-effective ways to boost sales of well-known products through promotions tied to seasonal opportunities and new market segments. You’ll find numerous examples on the following pages.
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Gaetano SpecialtiesGaetano Specialties targeted the
Gen X market with three new
flavored schnappses: Lemon
Head, Peach Head and Apple
Head. Van Noy Group projected
the young, distinctly different
personality of the liqueurs in
bottle designs that appeal to this
trendy, unconventional audience.
Winner of a CLIO award (one of the world’s most prestigious industry competitions) for Package Design
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Lambert Bridge Passport
To help Lambert Bridge capitalize on their
Bordeaux-themed Passport experience,
Van Noy Group created this collectible
Art-Nouveau-style poster and promotional
program. An overwhelming number of wine
lovers asked to purchase the poster, and
many credited their decision to visit the
winery to the memorable identity inspired
by the graphics.
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Kahlúa Duty-Free
Inspiring travelers to generate
incremental sales for Kahlúa began
with a number of positioning
strategies. These shrink-wrap
explorations demonstrate the
extensive and diverse creative
process Van Noy Group employs in
executing a packaging assignment.
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Venezia Sangiovese Saluté
For its premium Sangiovese
bottling, Venezia asked Van Noy
Group to create a gift box that
would underscore the Tuscan
heritage of this new California
varietal. An array of structural
techniques, colors and textures
leaves an impression as rich and
distinctive as the wine itself.
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Gaetano sought a more
contemporary image to
increase the perceived value
of its family of flavored
products. Van Noy Group
developed new labels
and neckers in a modern,
graphic style. The bold flavor
prompts on each bottle invite
consumers to imagine the
appetizing taste inside.
Gaetano Schnapps
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Lambert Bridge Business System
This blank-sheet renovation of a fine winery’s
marketing materials transformed the way it’s
perceived by customers and business associates.
The new portfolio elevates the image of Sonoma
County’s Lambert Bridge to a stature worthy
of the world-class wines they produce.
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Lambert Bridge Wine ClubPoint of sale materials including an
elegant tasting menu and two-tiers of
wine club membership identification
added to the cache of Lambert Bridge’s
premium brand experience.
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Kahlúa SummerPreparing for the summer party
season, without the incremental
cost of hang tags, cartons and other
items, led Kahlúa to build on their
previous success with a high-impact
shrink wrap completely developed
and supervised by the Van Noy
Group. The new wrap met all of the
objectives at a virtually negligible
cost per package.
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Oakridge Wines
Peller Estates, building on a half-
century in the Canadian market,
sought an upscale image for its
Oakridge wines.
Van Noy Group developed two
sophisticated approaches that
captured the brand’s national
heritage.
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CA Wine Magazine
Van Noy Group’s wine and spirits experience led to a request
from the originator of CA Wine Magazine to develop the total
look and feel of the inaugural issue. This included everything
from logo design and illustration negotiations, to managing
all product and location photography, as well as creating
marketing communications materials for sell-in at retail.
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Calle OchoSouthern Wines & Spirits
launched a new brand of
citrus-flavored rum and
tequila products named
for the Miami festival that
takes place on Calle Ocho
(8th Street). Van Noy Group
captured that spirit in
distinctive gradated bottles
that appealed to both in-store
and on-premise audiences.
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Don Salvador TequilaProduced from agave grown on
his family’s estate, Don Salvador’s
tequila was a premium product
in need of a premium look.
Van Noy Group replaced 1945-era
packaging with a new bottle and
labeling featuring the Don himself,
while supervising all printing and
production in Mexico.
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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
Services
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
Clients
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3315 Westside Road • Healdsburg, CA 95448-9453
Bus: 707.433.3944 • Fax: 707.433.0375 • Email: [email protected]
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.