Package Design for WD-40 Specialist Line Lands Smoothly

Almost everyone has a can of WD-40 Multi-Use Product on a shelf or in their garage, but few may know the brand traces its origins back almost 70 years. In 1953, the Rocket Chemical Company set its sight on a challenging mission: helping rockets get into space. After 39 tries, scientists created the now iconic WD-40 Multi-Use Product, which would first be used to displace water and propel the Atlas missile into orbit. 

WD-40 Specialist BEFORE (l.) the redesign and AFTER the redesign.And, while the WD-40 Multi-Use Product is a category-leading heritage brand, research indicated that the WD-40 Specialist line of professional-grade lubricants, penetrants, greases, cleaners, degreasers, and rust-management solutions launched in 2011 had an opportunity to be identified on shelf faster by end users. So to develop new packaging, clearly differentiate it from the base brand, and simplify messaging, WD-40 turned to New York-based branding agency JAM (Johnson And McGreevy, Inc.).