Independent, international award-winning brand and design agency Hulsbosch has evolved the Kleenex facial tissues brand range for Kimberly-Clark Australia.

Based on research, Hulsbosch led a strategic brand packaging redesign across all tiers for Everyday, Large & Thick, Soft & Thick and Wellbeing Kleenex 2ply and 3ply facial tissues products.

Mikey Hart, Creative Director at Hulsbosch said, “This project was a welcome return to a partnership with Kimberly-Clark, which has come full circle. In 1995 Hulsbosch designed the original pack designs for Kleenex’s Wellbeing range, then called Kleenex ExtraCare.Today, consumers are working from home more or simply staying at home more and are looking for a little luxury that helps style their home and can elevate their living spaces. We have reimagined the Kleenex range to enhance preference and engagement as a desirable domestic item.”

An Australian made household essential, Kleenex facial tissues’ revitalised packaging and revamped design improves shopper navigation for speed and ease. The brand solution ensures consistency across the range for a modern, premium style facial tissue range for mass market.

The packaging work simplifies the Masterbrand and features striking natural stone textures, decorative illustration and uplifting photography to support a specially curated range. The tissues and box packaging are Forest Stewardship Council certified to ensure responsible forest management part of Kimberley-Clark’s annual sustainability and disclosure report.

Belinda Driscoll, Vice President & Managing Director ANZ at Kimberly-Clark Australia said, “Hulsbosch is very much part of the remarkable story of the Kleenex brand in Australia, and we are delighted to be working with them again at the start of another chapter of the brand’s journey.
We are building upon our current strategies that always address the changing needs of our customers and also, intend to drive new ones for the Kleenex brand. We have a commitment to secure a sustainable, commercial future for the iconic and enduring brand that is Kleenex.”

Hulsbosch delivered refreshed brand packaging executions for Kleenex facial tissues products, 24+ SKU units for function and quantity varieties including Everyday 200, Everyday Jumbo 200, Large & Thick 80 & 95, Soft & Thick 95 &120, Wellbeing Aloe Vera and Vitamin E 70 & 80 & 95 &140 (plus 60 Cube), Wellbeing Eucalyptus 70 & 95 &140.

The new release Kleenex facial tissues range are currently available on-shelf at leading supermarkets and retail pharmaceutical stores around Australia.