Kleenex’s New COVID-Friendly Packaging Promotes Good Hygiene From A Distance
Image courtesy of Echo
People are now using medical products that were never in the mainstream before. It’s a scary time, so Kleenex is taking over as a “reassuring ally” to help consumers regain control of their health with a new range of products designed to encourage positive and simple hygiene habits.
Kleenex roped in London-based brand design agency Echo to work on packaging for its new Proactive Care series comprising necessities for 2020, including face masks, antibacterial hand sanitizers and wipes, and hand towels, that could help families face uncertain times with confidence.
Echo’s response was to eliminate anxiety by bedecking bottles and packets with approachable all-written labels and streamlined graphics, as well as rethink the medical industry’s approach to color.
The agency introduced a hand motif with an interlocking pattern to acknowledge “the importance of touch and its central role in personal and community wellbeing,” explained Tashi van der Waerden, Innovation Director at Echo.
The team also gave the range a “vital green palette” to stray away from the “clinical blues,” the go-to theme for the healthcare industry. The fresh new color will hopefully nurture feelings of optimism and resilience, as well as help shift consumers' perceptions from discomfort to proactiveness.
In line with the COVID-19 era, the thoughtful packaging design is deliberately designed to be legible from a two-meter (six-foot) distance. This means customers who are considering the products won’t have to touch them in order to determine the purchase.
Jessica Stevens, Design Lead at Kimberly Clark, explained, “The new Proactive Care range from Kleenex works as a reassuring ally. We engaged Echo to design for a category of products that, until 2020, was rarely seen outside of a clinical setting. Through design, they have created an approachable range of ‘everyday essentials’ for all the family.”
Image courtesy of Echo
Image courtesy of Echo
Image courtesy of Echo
[via Echo]
Also check out these recent news
