Not many brands can say they invented their category. For 100 years and counting, Kleenex® has been a name in millions of households, it is a truly beloved icon of personal care. We set out to create a more unified, singular, global visual identity that lives up to the stature of the brand, and serves to reinforce love and loyalty as Kleenex® reaches the century mark.
While little has changed of Saul Bass’ famous 1961 rendering of the Kleenex® script, the new visual identity is centered around the tissue-inspired crown that contains it. Reinforcing Kleenex®’s leadership and their core brand idea of delivering strength in everyday moments.
A tighter, richer color palette was built around a refreshed Kleenex® Blue, to add depth and controllable variety to the system. A new approach to illustration reflects the soft curves of the crown, and serves to reinforce the brand’s role in life’s unexpected moments—mighty sneezes, untimely spills, tears of joy.
For the first time ever, a meaningful, clear visual throughline connects all aspects of the brand. It aims to help Kleenex® to continue to lead the category, and to draw in new consumers—no matter the name of their generation.
Kleenex® will always face competition. From challengers, private labels, paper towels and shirtsleeves alike. A new visual identity gives them confidence, clarity and consistency it takes to reign.
While there are millions of tissues in the world, there is only one Kleenex®.
Kleenex® Serif typeface: Alec Tear & Lewis MacDonald
