Kleenex Brings Out The Good Tissues For Fun Brand Makeover Marking 100 Years
Image via Turner Duckworth
Kleenex, the brand that’s been catching sniffles and cleaning up spills for a century, has adopted a refreshed visual identity. Rather than wiping the slate clean, the overhaul pays dear tribute to the company’s legacy while adding a few new folds to reflect its place in everyday life.
Image via Turner Duckworth
The new look, crafted by brand design studio Turner Duckworth, continues to honor Saul Bass’s iconic Kleenex script that was originally introduced in 1961. This time, however, the wordmark is housed under a tissue crown.
Video via Turner Duckworth
The sniff of royalty represents Kleenex’s presence in unexpected moments, whether it’s a surprise sneeze, a spill, or tears of laughter. Even the illustrations align with the gentle curves of the crown, designed to visually echo the soft and supportive role Kleenex plays when life gets messy.
Image via Turner Duckworth
Video via Turner Duckworth
An updated color palette refines the classic Kleenex Blue, lending it greater richness and depth across the brand’s visual system.
Image via Turner Duckworth
For the first time in the brand’s century-long history, there’s a clear visual connection across every touchpoint, keeping Kleenex recognizable and relevant to a new generation. The consistent makeover now extends across all packaging and promotional materials, unifying the identity for old and new customers alike.
Video via Turner Duckworth
Image via Turner Duckworth
The updated identity reflects how the simple tissue has become an essential companion through life’s messy, emotional, and triumphant moments, ready to tackle whatever comes next all year round.
Image via Turner Duckworth
Image via Turner Duckworth
Image via Turner Duckworth
[via Creative Boom, My Creative Feed, Turner Duckworth, images via Turner Duckworth]
