Kleenex renews packaging with Hulsbosch design
New visual identity reinforces brand presence and improves consumer experience
Kleenex, a Kimberly-Clark brand, is presenting a new packaging design for its toilet paper range, developed by the Hulsbosch agency. The redesign seeks to modernize the visual identity, make navigation more intuitive for the consumer and strengthen the brand’s presence in retail, in line with its premium positioning.
The redesign preserves iconic elements of Kleenex, such as the traditional puppy, a symbol recognized by consumers, while reorganizing information in a clearer and more strategic way. The improved visual hierarchy makes it easier to identify products, highlighting key benefits and creating a more fluid and efficient shopping experience.
The update is part of the ongoing partnership between Kimberly-Clark and Hulsbosch, who have already collaborated on award-winning projects for other brands in the portfolio, such as U by Kotex, Huggies and Depend. With an approach focused on differentiation and emotional connection with the public, the new packaging reinforces Kleenex’s identity and contributes to the category’s premiumization strategy.
The new design will be applied to the Complete Clean and Luxury Quilts lines and will begin to be distributed shortly. Kleenex products continue to be manufactured in Australia, guaranteeing the same quality standards that have accompanied the brand since 1966.
