Designed to meet the specific technical requirements of industrial professionals and maintenance workers, the Blue Works line represents the first alternative brand to carry the WD-40 signature. With eight product options in the line, WD-40 required packaging that allows users to easily identify the product they need, and that also enables product-usage instructions and data to remain intact on the package throughout the product’s lifetime.
WD-40 initially considered labels but abandoned that idea, citing fears of ripping, tearing, and smudging of essential product information.
The company then turned to Crown Aerosol Packaging North America, a business unit of Crown Holdings Inc. Crown applied decoration directly onto each container, which also lent an industrial look to the finished package. A color-coded system distinguishes each product in the Blue Works family.
Crown worked closely with WD-40 and its design agency, The DuPuis Group, to transfer the original label design, ensure vivid colors and sharp graphics, and produce the first run of containers under a tight deadline. “The cornerstone of the Blue Works brand is superior performance under challenging conditions. It was critical that the package follow suit,” says Mike Freeman, division president-The Americas, at WD-40. “Direct decoration proved to be an ideal option and helped us communicate the high quality of the products themselves.”
The Blue Works line includes Silicone, High-Performance PTFE Lubricant, Dry Lube PTFE Formula, White Lithium Grease, Multi-Purpose Lubricant, Penetrant, Degreaser, and Contact Cleaner. WD-40 markets the line through industrial outlets.
