• WD-40 has been a multi-use lubricant in the consumer market since 1958, and since then, the brand identity has remained mostly intact, with its blue-and-white cans becoming ubiquitous and recognizable.
• Instead of evolving its branding, WD-40 has focused more on innovating its packaging.

Look around most any garage or workshop, and chances are that you’ll find a bottle of WD-40. 

There’s a good reason for that; WD-40 excels as a lubricant, protects and removes rust, and displaces moisture. It is a home repair staple, a bottle known to every toolbox and utility closet across the country that has superior penetrative qualities, meaning it can get deep between surfaces stuck together and make it easier to break them apart. It is the Kleenex of garages everywhere.