Kimberly-Clark revamps its tissue brand’s visual identity

Kleenex®, the tissue brand of the multinational Kimberly-Clark, has gained a new visual identity. Developed by Echo – a longtime partner of the company –, the new packaging seeks to celebrate the brand with graphic effects and color gradients.

“In the last 99 years, Kleenex has been evolving to better respond to consumer needs and provide comfort to their streaming eyes, stuffy noses, tears of joy and sadness. With the new design, our objective was to ELEVATE the brand establishing an unique and premium look & feel, SIMPLIFY the portfolio, improving clarity of each variants and creating an holistic consistency across the variants and REFRESH the brand image to appeal to a whole new generation of shoppers”, commented Nieves Genovese, Kleenex UK & Ireland Marketing Manager.

The work embraces Kleenex’s rich heritage, prioritizing its well-established brandmark and brand personality to deliver contemporary, stripped-back aesthetic that draws focus to a clearly accentuated product benefit. This simplified expression brings a definite stamp of quality and identification to products, resulting in effective shelf navigation in multiple markets, as well as overall market stand-out.

According to the brand, the newly created design principles will provide the necessary framework and inspiration for all current and future innovations in the Kleenex product portfolio.

Nigel Ritchie, Creative Director at Echo, said: “We needed to ensure the redesign was impactful and ownable. Through bold use of colour, refined benefit driven iconography and the use of aesthetics rooted in the brand DNA, we have moved the brand significantly forwards whilst retaining strong brand recall at shelf.”

The new design impacts the entire Kleenex portfolio, including boxes, pocket packs and wipes. Each line already had strong color recognition on the shelves, so a revised color palette that delivers a bolder and more contemporary expression of those colors has been introduced. To enhance the brands ‘softness’ proposition, a new brand pattern has been introduced which uses a ‘bokeh’ soft focus graphic effect that has been color adjusted across the range and works in unison with the new colors.

The revamped Kleenex brand maintains its leading position on each pack, supported by a new benefit driven icon system that sits centrally across all products.