CHALLENGE

Reposition Kleenex as a real, authentic brand.

SOLUTION

Being brave means reflecting life in all its raw and imperfect glory, it means embracing the moments of vulnerability that other brands shy away from and always being honest about the role we play in people’s lives. Kleenex is now a brand that is snot (pun intended) afraid to show how the tissues are really being used by its consumers.

Kleenex is synonymous with tissues. To stand out in a busy market Kleenex now owns the tissue shape. The new tissue graphic is a shape that reinforces existing memory structures.  

EXECUTION

Lead Designer – From brief to roll out
Full brand refresh including guidelines

CHECK IT OUT

Agency worked with: FCB Inferno
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