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: 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.