To mark its centenary, Kleenex has unveiled a new global visual identity designed by Turner Duckworth, aiming to bring coherence across all markets while infusing the brand with a personality fit for our times.
Turner Duckworth's challenge was to unify Kleenex's branding across the world whilst embedding a renewed sense of personality and service to its audience.
The design team anchored the new identity on its synonymous crown motif, evoking both the shape of Kleenex's signature product and its leadership within the category.
Now holding Kleenex's wordmark, the crown's use as a container is practically designed to harmonise the script's variations across different markets and contexts.
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