Blue Whale

Helping a new pool chlorination product break into a highly regulated and cluttered market

Marketing Goals

Blue Whale came to Workhorse before their name or product even existed. Its parent company, FSTI, had created a new pool chlorination formula that exceeded other products currently on the market. The task at hand involved product name generation, brand and message strategy, label and packaging system and website production.

Blue whale stacked

Our Solution

The process began with our formulated brand strategy process helping to understand their marketplace, competition, distribution models, target audiences and what they care about or are challenged with. Combined with a deep understanding of the Blue Whale product and benefits, our team of strategists and designers originated the Blue Whale brand foundation including name selection, brand identity and brand messaging.

Competitive Marketplace Analysis

Our next step was to create the new Blue Whale product, label and packaging system including container selection, label and packaging design. A highly regulated industry, it was important to make sure strict EPA label specifications were flawlessly executed.

Blue Whale New Bottle Blue Whale Bottle

Finally, the new Blue Whale website was created. Our user experience and user interface (UX/UI) research and strategy served as a key component to creating a positive flow for our various target audiences.

Website Screen Grab Website Screen Grab 2

What We Did

Market and Brand Strategy

Name Selection Process
Message Platform

Logo Design
Identity Materials
UX / UI Design
Website Design and Development
FSTI Blue Whale Muriatic Label Round 6


The new Blue Whale product line was launched in early 2017 with swift market acceptance and penetration. Within 30 days of launching, Blue Whale landed a significant 7-figure contract with a major distributor instantly placing product in over 100 regional locations.

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