Kleenex has rebranded in collaboration with Turner Duckworth, unveiling a new visual identity to celebrate its 100th anniversary.

Kleenex is a brand that has grown significantly as a household goods brand since its establishment in 1924. In Korea, 'Kleenex', made by Yuhan Kimberly, a joint venture between Yuhan Corporation and Kimberly-Clark in 1970, is widely known. This rebranding will be applied to Kleenex in the US, and it has not been disclosed whether it will be applied in Korea.

Kleenex has had a long history of inconsistent logos and colors. The wordmark has been transformed into various forms across regions. Kleenex needed a unified design that was readable and meaningful.

The new campaign is titled “Every season, every reason” and “Sneezy, wheezy, easy.” These are taglines that fit well with tissues that you can pull out at unexpected moments.

The soft curves that are incorporated throughout the visual identity give the impression of tissue texture. Rather than geometrically calculated shapes, they are natural forms that capture the feeling we get when sneezing or wiping tears in our daily lives.

The signature color is deep blue with the Kleenex signature elements highlighted in white. The new symbol, the crown shape, resembles the shape of a tissue taken out of a box. The Kleenex Serif typeface, developed by Alec Tear and Lewis Macdonald, feels like a comfortable version of Oswald Cooper’s Cooper Black. It also works well with soft-sided illustrations.

More and Sources

• https://turnerduckworth.com/work/kleenex