Norton is one of the leading brands in abrasives industry with mid-range to premium products. Due to automotive market demand for a price competitive product range, Norton product management team came up with a new solution to meet the following goals:

1. Two tier of sanding discs for automotive aftermarket, with premium-like quality but entry-level price tag.
2. To cover all stages of automotive sanding, from rough cuts (Amber) to fine finishes (Azure). 
3. To be produced with minimum carbon footprint in production and packaging by using recycled paper; to align with Saint-Gobain Net Zero 2050 target.

The brand names derived from the look of each product range, and being made with aluminium oxide crystals. Both brands are endorsed with Norton and are design with Norton brand style guide.