Facial tissue is a commodity product—a situation that the category leader Kleenex can never defeat. But Turner Duckworth has created a new identity for the brand that reinforces consumers’ loyalty to the humble product by demonstrating the important role Kleenex has played in life events for 100 years, “from achoo to ‘I do.’”
The new branding is firmly based on Saul Bass’ famous 1961 Kleenex script. A crown, inspired by the shape of a tissue emerging from the box, suggests that this is the superior product. A soft, rounded, serifed face called Kleenex Serif complements the new branding. Illustrations and animations are drawn with the same curving lines used in the new crown shape.
From the Turner Duckworth website: “Kleenex will always face competition. From challengers, private labels, paper towels and shirtsleeves alike. A new visual identity gives them confidence, clarity and consistency it takes to reign.”
View a history of the brand’s logos up to this most recent redesign at: