After conducting a rigorous strategic phase to define the brand's purpose and visual language, the redesign delivered significant design innovations—both graphic and structural.
For the tissue cartons, a pattern strategy was developed to distinguish the main product varieties: Trusted Care, Ultra Soft, Soothing Lotion, Anti-viral and Cool Touch. As a result, every variety now has exclusive, contemporary patterns that help reinforce product benefits.
In addition, Kimberly-Clark, embarked upon many new product formats that allow you to have Kleenex by your side at all times. New products include slim wallets, go-anywhere packs, perfect fit, and facial cleansing wipes. Each has a particular purpose with a distinct visual identity.
