Project Overview
Kleenex has long been a globally iconic brand, widely known and preferred by consumers. However, as the competitive landscape evolved, the existing packaging for Kleenex’s range of toilet tissue products no longer stood out effectively on the shelf, and it became obvious a redesign was needed to regain its prominence.
Leveraging the brand’s existing assets, such as the beloved puppy, was key to the refresh, alongside modernising the pack design with a clean, bold structure to improve shelf presence.
The resulting look for Kleenex toilet tissue products supports the brand’s premium position, while also improving customer navigation. And of course, gives the iconic Kleenex puppy pride of place on-pack.
Project Commissioner
Project Creator
Team
Mikey Hart, Creative Director
Laura Howe, Designer
Ally Burnell, Account Manager
Andrew Norris, Snr Finished Artist
Jaid Hulsbosch, Managing Director
Project Brief
Kimberly-Clark, the parent company of Kleenex, recognised through market research and a strategy realignment that the branding of its toilet tissue products needed a refresh.
The brief was aimed at ensuring Kleenex commanded the everyday shopper’s attention on supermarket shelves, supporting the long-trusted brand’s position as the #1 choice for toilet tissues.
Kleenex toilet tissue has been proudly made in Australia since 1966, but the existing packaging no longer stood out effectively in the crowded space of the supermarket, and it became obvious a redesign was needed to regain its prominence.
And in parallel, a growing demand for environmentally conscious products meant that key Kleenex toilet tissue attributes, including biodegradability and ‘flushability’, needed to be communicated clearly on pack as a driver of customer choice.
Project Innovation/Need
Rather than a drastic change, Hulsbosch needed to seamlessly integrate a new masterbrand guideline into Kleenex’s toilet tissue packaging. The refreshed design architecture was able to introduce a clearer hierarchy, simplifying on-pack information to make navigation easier for consumers. By increasing the prominence of the puppy, a beloved brand cue, the new design ensures stronger shelf standout and aligns with Kleenex's premium positioning.
The new packaging was redesigned to be clear and direct, maintaining the emotional connection with existing customers while effectively reaching a broader audience of contemporary consumers.
Design Challenge
The challenge lay in ensuring the redesign works across all product variants and provides flexibility for future upgrades without disrupting the core design architecture. Striking a balance between timeless design and establishing the ability to evolve over time meant Hulsbosch could create an identity that felt both fresh and enduring.
Hulsbosch’s Creative Director, Mikey Hart, summed it up best, stating, “Our approach focused on elevating Kleenex’s distinctive assets while improving shelf navigation and product differentiation. The packaging balances modern design principles with the strong emotional connection consumers have with the puppy, which remains central to the brand’s identity.”
Effectiveness
This Kleenex redesign is a continuation of the long-standing strategic partnership between Hulsbosch and Kimberly-Clark.
Leah King, Kleenex’s Brand Manager at Kimberly-Clark, added: “The refreshed packaging for Kleenex toilet tissue products reflects our commitment to keeping the brand relevant and consumer-focused. Hulsbosch has delivered a design that strengthens our proposition, enhances brand recall, and supports our ongoing efforts to drive premiumisation in the category.”
In keeping the identity centred around Kleenex’s strong and distinctive assets, the visual presence on the front ofthe packaging was elevated. By creating a clear and cohesive design architecture, the redesign ensures Kleenex continues to lead in its category.
Tags
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details