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Crown Aerosol Packaging North America, a business unit of Crown Holdings Inc. and WD-40 Company are launching a limited edition series of collectible cans to honor American military forces. The series consists of four different designs: three depicting air, sea, and land themes and one combined graphic showcasing all five military branches, including the Coast Guard.
WD-40 Company will donate 10 cents per can purchased to three military charities: Armed Services YMCA, Wounded Warrior Project and Veterans Medical Research Foundation. Crown will also make a donation to each of the charities.
A key hurdle to the success of the program was ensuring that WD-40 Company customers would receive a thorough mix of designs, allowing consumers to collect the entire series. However, the typical printing process for aerosol cans—where a single graphic design is printed on a flat sheet of metal that is later sheared into strips that serve as the foundation for individual body blanks—would force contract fillers to sort the designs by hand before shipping. To eliminate this labor intensive, manual process, Crown proposed a creative alternative: a “jumbled” approach that would place all four designs on a single printing plate, guaranteeing that designs would be pre-mixed on pallets being shipped off to various contract fillers around the U.S.
In addition to coming up with the “jumbled” plate approach, Crown played an integral role in the graphic design process. In the initial stages of product development, Crown collaborated with WD-40 Company’s design firm, Leon Richman Design (Santa Ana, CA) to create bold graphics that could be reproduced on printing presses with high quality results. Printed using a four-color process, plus spot usage of WD-40’s signature blue, Crown’s graphic experts provided support in a number of areas including color correction and blending. Crown’s team also ensured that common design elements across the four graphics, such as the military stars, had the same level of intensity. For more, visit www.crowncork.com.
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