Packaging for New Blue Works™ Line from WD-40 Works As Hard As the Products

WD-40 Company faced a unique challenge with its new BLUE WORKS™ line of specialty maintenance products: finding a packaging solution that was just as tough as the brand. With the help of CROWN Aerosol Packaging North America, a business unit of Crown Holdings, Inc. (NYSE: CCK) (Crown), WD-40 Company was able to bring the line of industrial-strength products to market in an appealing, functional package that would stand the test of time, even under the harshest of plant environments.

Designed to meet the unique technical requirements of industrial professionals and maintenance workers, the BLUE WORKS™ line represents the first alternative brand to carry the WD-40 Company signature. With eight different options to choose from, it was essential the packaging allow users to easily identify the product they needed and that usage instructions and product data remain intact throughout the product’s lifetime. Labels were the first decorating option considered, but were ultimately abandoned due to fears of ripping, tearing and smudging of essential product information.

Instead, Crown applied decoration directly onto each container, which also lent an industrial feel to the finished package. A color-coded system is used to distinguish each product in the BLUE WORKS™ family. Crown worked closely with WD-40 Company 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 the package follow suit,” explained Mike Freeman, Division President - The Americas, WD-40 Company. “Direct decoration proved to be an ideal option and helped us communicate the high quality of the products themselves. Crown’s ability to work within a short timeframe was instrumental in us getting the line out to the market on time.”

“We’ve worked with WD-40 Company for more than 20 years, and we’re pleased that they continue to count on us to help them bring innovative new products to market,” said Jim Wilson, President, CROWN Aerosol Packaging North America. “While printing has always been leveraged as a tool to visually entice consumers, this application demonstrates its value on a functional level as well.”

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. All products are available through industrial outlets such as Grainger and Fastenal.