White Lightning rebrands itself with new logo and new products for 2017

One of the oldest names in the lube business freshens up and refocuses

Bike Press Camp Gear News
White Lightning is one of the oldest names in the cycling maintenance business and they have freshened up their products with new packaging and a new logo.

White Lightning is one of the oldest names in the cycling maintenance business and they have freshened up their products with new packaging and a new logo.

In an effort to refocus and rededicate itself to the bike market, White Lightning has recently updated their entire line with a new logo, new labeling and new approach to marketing. This is in hopes of strengthening their brand identity and to make it easier for cyclists to self shop for their products. Highlighted here are the brand changes, refocusing their 3 distinct varieties of chain lube and their latest product called Matte Finisher.

New Logo – New Focus

With the new logo comes a new focus on making their products simple and easy to choose and use. For example, White Lightnings 3 most popular bike products are their Epic Ride, Wet Ride and Clean Ride chain lube. You may have seen their old products and thought the brand name itself was Epic Ride since that was the most prominent name on the package.

For their 3 most popular lubes, White Lightning is simplifying the product selection process by categorizing the different varieties by usage.

For their 3 most popular lubes, White Lightning is simplifying the product selection process by categorizing the different varieties by usage.

Now, with their new logo and new focus, they have created a product that should be selected by usage, emphasizing their 3 lubes by category. If you ride road or hybrid bikes, you choose the Easy Lube product. If you ride mountain or BMX bikes you choose the Epic Ride and if you ride commuter or cruiser bikes you should choose the Wet Ride. If you want more detailed info or conditions for usage, simply check the back of the product for more specifics. Easy, right?

White Lightning's Matte Finisher will help you keep that "stealth" look without getting too shiny.

White Lightning’s Matte Finisher will help you keep that “stealth” look without getting too shiny.

White Lightning – Matte Finisher

At the recent Bike Press Camp industry event, we had a chance to see the new products in person and we had a chance to chat with Derek Goltz, who is the Director of Marketing for White Lightning. Goltz explains, “We were getting more and more calls for people asking what they can use on their matte finish bikes and parts. The style has really taken off and our Matte Finisher will keep your bike from getting too glossy or streaky. At the same time, the Matte Finisher is super easy to use with it’s foam spray application. Spray the foam on, wipe it off. Easy. You don’t have to use water. The whole process is a lot easier and it restores that nice matte finish. You can use it on steel, aluminium, titanium and carbon bikes.”

Matte Finisher – product highlights:

  • The industry’s first gloss-free matte finish cleaner.
  • Formulated specifically to remove road and trail grime, fingerprints, nutrition residue, oil splatters, and rim glaze.
  • Maintains deep matte colors and offers a streak-free finish that is safe for all surfaces.
  • Clinging foam technology makes it easy to spot clean with precision and confidence.
  • Delivers a streak-free, gloss-free finish which helps matte finish bikes look “showroom” new.
  • Also safe for use on clear-coated bicycles.
  • Matte Finisher has been tested and approved by leading bicycle manufacturers.

The Matte Finish is already on the market but the new product packaging will role out this month. Retail price is $8.99 for a 19 ounce container.

For more information, visit www.whitelightningco.com

About the author: Gregg Kato

Gregg Kato studied journalism and broadcasting in college while working many different jobs including deejaying, driving a forklift and building web sites (not all at the same time). Kato enjoys riding local Portolla Valley roads. Besides being an avid cyclist, he is also a motorcycle fanatic. Two wheels, one Passion.



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