Kleenex, the iconic facial tissue brand, marks its remarkable 100-year milestone with a fresh global identity. This innovative rebrand brings cohesive branding across all markets while elevating the brand’s unique personality and celebrating its role in life’s unexpected moments. From soothing tears to easing seasonal allergies, Kleenex reinforces its position as an essential companion in our everyday lives. Let’s explore how this centennial transformation reinforces Kleenex’s position as an essential companion in our everyday lives.
Unifying the Brand Across Markets
Over the years, Kleenex has faced challenges with visual inconsistency, resulting in varying logos and color schemes worldwide. The brand’s wordmark has evolved significantly since its inception in 1924, including the well-known version designed by Saul Bass in 1961. The challenge for Turner Duckworth, who crafted the new identity, was to create a unified logo that retains legibility across all contexts while embodying the brand’s essence. At the heart of this new identity is a crown-shaped icon that frames the iconic Kleenex script. This crown, which subtly resembles a folded tissue, has transformed from a minor detail into a central design element. It serves as a metaphor for Kleenex’s key status within its category, reinforcing the brand’s commitment to being there when it’s needed most. To enhance consistency and build brand equity, the redesign standardizes the signature Kleenex Blue as the primary color across all touchpoints. This strategic move solidifies Kleenex’s visual presence and strengthens its identity in the minds of consumers.
Merging Heritage with Modernity
Blending Kleenex’s heritage with modern appeal posed a substantial design challenge. The refreshed logo and color palette are enhanced by playful illustrations showcasing Kleenex’s role in everyday moments, such as joyful tears and soothing cold symptoms. Turner Duckworth’s in-house team crafted these illustrations, incorporating the crown’s soft curves to infuse warmth and personality into the brand.
A custom typeface, Kleenex Serif, has also been developed to convey the brand’s strength and adaptability. This new font draws from the nuances of the original script, creating a harmonious blend of heritage and modernity. The fresh visual elements are further brought to life through gentle animations in wider campaigns, featuring lines such as “There’s a Kleenex for every situation” and “Every season, every reason.” This messaging acknowledges life’s pivotal moments, giving Kleenex an approachable and memorable identity that resonates with consumers. Jennifer Kasmarick from Kimberly-Clark emphasized the significance of this rebrand, stating, “This rebrand represents a pivotal moment for Kleenex. It’s not just about celebrating the past; it’s about deepening the emotional connection with consumers as we look to the future.“
A Trusted Leader for the Next Century
As Kleenex rolls out its new visual identity in North America, with global adoption planned in the coming months, the brand is poised to reinforce its status as the trusted leader in facial tissues worldwide. By merging its rich heritage with a modern aesthetic, Kleenex is not only celebrating its past but also looking ahead to strengthen its emotional connection with consumers. The new identity promises to enhance the brand’s presence in everyday moments, ensuring that Kleenex remains synonymous with comfort and support for years to come.
