The spark came from nature — specifically, the beetle. Some species naturally produce lubricants in their joints to reduce wear and friction. That idea, paired with the beetle’s distinctive iridescent shell, gave the creative direction: natural intelligence meets engineered performance.
Rather than taking it literally, I worked a shifting blue-green gradient into the identity — a subtle nod to the beetle’s shell that also adds depth and differentiation on the shelf. The logotype was drawn to flow smoothly, echoing the precision and consistency of the product itself. The result is fluid, clean and modern — without losing the weight and authority needed in the industrial space.
On-pack, product benefits were translated into a series of bold, easy-to-scan icons — “Water-Repellent,” “Shock-Resistant,” “Durable Protection” — making the performance story immediately clear, even at a glance.
This is industrial lubricant branding with a bit more thought, a bit more flow — built to perform and designed to last.
