Hulsbosch has partnered with Kimberly-Clark Australia on a limited-edition Kleenex tissue box range featuring artwork by First Nations artist Emrhan Tjapanangka Sultan, translating cultural storytelling into a three-dimensional pack design.
The packaging series has been created for Kleenex’s Everyday 200s range, with Hulsbosch responsible for adapting the commissioned artwork into production-ready packaging.
Born and raised in Mparntwe (Alice Springs), Sultan is an artist from the Western Arrarnta, Luritja, Kokatha and Yankunytjatjara peoples. His work draws on connection to Country, family lineage and the preservation of cultural memory.
Guided by a family of artists, he began painting traditional Desert art from a young age, drawing inspiration from stories passed down through his mother and grandmother.
For Hulsbosch, the design challenge was to translate the intricacy and cultural significance of Sultan’s work across a three-dimensional packaging format while maintaining the integrity of the original artwork.
The process required consideration of composition, structure and reproduction, with artwork placement and scaling balanced against production constraints. The resulting designs retain the detail of Sultan’s work while aligning with Kleenex’s brand aesthetic in the retail environment.
Hulsbosch senior designer Laura Howe explains the approach:
“This project was about more than applying artwork to packaging. It was about ensuring every design decision protected the integrity of the story being told. Our role was to carefully translate Emrhan’s work into a commercial format without compromising its cultural weight or visual impact.”
The limited-edition range was developed as part of Kleenex’s Reconciliation Action Plan initiative, using the brand’s packaging as a platform for First Nations cultural expression and storytelling
