International brand and design agency, Hulsbosch, has unveiled a refreshed packaging design for Kimberly-Clark's Kleenex range of toilet tissue products, which aims to enhance brand superiority, support consumers in better pack navigation, and maintain Kleenex's strong equity and relevance.
Kimberly-Clark, the parent company of Kleenex, engaged Hulsbosch to evolve the brand’s packaging by leveraging its existing assets, including the iconic puppy, to strengthen Kleenex’s product proposition, modernise its visual identity, and improve shelf presence.
The refreshed design architecture introduces a clearer hierarchy, simplifying on-pack information to make navigation easier for consumers.
By increasing the prominence of the puppy, a beloved and recognised brand cue, the new design ensures stronger shelf standout and aligns with Kleenex's premium positioning.
“Our approach focused on elevating Kleenex’s distinctive assets while improving shelf navigation and product differentiation,” said Mikey Hart, creative director at Hulsbosch.
“The packaging balances modern design principles with the strong emotional connection consumers have with the puppy, which remains central to the brand’s identity.
“By creating a clear and cohesive design architecture, we’ve helped ensure Kleenex continues to have a strong presence in the category.”
The Kleenex redesign is a continuation of the long-standing strategic partnership between Hulsbosch and Kimberly-Clark, with the Sydney-based agency previously delivering international award-winning work for brands such as U by Kotex, as well as Huggies and Depend.
“The refreshed packaging for Kleenex toilet tissue products reflects our commitment to keeping the brand relevant and consumer-focused,” said Leah King, Kleenex’s brand manager at Kimberly-Clark.
“Hulsbosch has delivered a design that strengthens our proposition, enhances brand recall, and supports our ongoing efforts to drive premiumisation in the category.”
The refreshed Hulsbosch packaging designs will roll-out across the complete clean and luxury quilts ranges.
