Kleenex's rebranding celebrates its 100-year legacy, reinforcing its market leadership and creating a cohesive identity through a new logo, color palette, and typeface.
The new logo, centered around a crown that encases 'Kleenex', not only highlights the brand's authority in the tissue market but also emphasizes its soft utility.
Kleenex Blue, a navy color adopted across all markets, brings a unified and bold visual identity, making the brand memorable and distinct, demonstrating brand ownership.
Despite their ubiquity, the illustrations in the rebranding offer a personal touch, aligning with the brand's messaging, but remain the least innovative aspect of the redesign.
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