Hulsbosch revitalises packaging and brand design for Kleenex tissues
Brand and design agency, Hulsbosch, has evolved the Kleenex facial tissues brand range for Kimberly Clark Australia.
The project involved a strategic packaging redesign across all tiers for Everyday, Large & Thick, Wellbeing Kleenex 2ply and 3ply facial tissues products.
Mikey Hart, creative director at Hulsbosch said: “This project was a welcome return to a partnership with Kimberly-Clark, which has come full circle. In 1995 Hulsbosch designed the original pack designs for Kleenex’s Wellbeing range, then called Kleenex ExtraCare.
“Today, consumers are working from home more or simply staying at home more and are looking for a little luxury that helps style their home and can elevate their living spaces. We have reimagined the Kleenex range to enhance preference and engagement as a desirable domestic item.”
The packaging redesign will improve shopper navigation, and ensure consistency across the range. The wok also simplifies the Masterbrand and features natural stone textures, decorative illustration and photography for a specially curated range.
The tissues and box packaging are also Forest Stewardship Council certified to ensure responsible forest management part of Kimberley-Clark’s annual sustainability and disclosure report.
Belinda Driscoll, Vice President & Managing Director ANZ at Kimberly-Clark Australia said: “Hulsbosch is very much part of the remarkable story of the Kleenex brand in Australia, and we are delighted to be working with them again at the start of another chapter of the brand’s journey.
We are building upon our current strategies that always address the changing needs of our customers and also, intend to drive new ones for the Kleenex brand. We have a commitment to secure a sustainable, commercial future for the iconic and enduring brand that is Kleenex.”
The newly designed range are currently available on-shelf at leading supermarkets.
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