Kleenex’s New Look: How Cleaning Up the Brand Made a World of Difference
Kleenex just turned 100, and with that milestone came a realization: the brand’s look had become a bit of a mess over the years. If you looked at Kleenex packaging from different stores or countries, you’d often see different logos, colors, and styles. Not exactly the kind of consistency a major brand aims for! To fix this, Kleenex brought in design pros at Turner Duckworth to streamline everything into one clear, polished identity that would look the same no matter where you shopped.
Why Consistency Matters for a Brand
Think about it: When you see a brand, you should immediately recognize it. But for Kleenex, the different colors and logo styles could easily leave you wondering if it was the same product. Over time, this kind of inconsistency creates a disconnect, where customers might lose that feeling of trust or familiarity. A solid brand identity gives people something to connect with—it’s what makes them recognize and choose Kleenex over other tissues.
Enter the “Kleenex Blue” and New Logo
New Kleenex logo design by Turner Duckworth
One of the first steps in this rebrand was deciding on an official color: Kleenex Blue. According to Turner Duckworth, this blue will now be the core color across all of Kleenex’s packaging and visuals. By sticking to a single color, the brand can make sure people see that same familiar look wherever they are. And then there’s the new logo: clean, crisp, and finally standardized! Gone are the confusing variations. Now, it’s one simple design, topped with a subtle “tissue crown” inspired by the softness of the product. This touch nods to the brand’s legacy while giving it a bit of elegance without overdoing it.
A Typeface as Soft as the Tissues
Video courtesy of: Turner Duckworth. Font Design by: Alec Tear, Lewis MacDonald
As part of Kleenex's rebranding, Turner Duckworth teamed up with type designers Alec Tear and Lewis MacDonald to craft a custom typeface that perfectly captures the brand’s values. This refreshed font is simple yet refined, adding a modern, approachable feel that complements the softness and comfort Kleenex is known for. With smooth, rounded edges, the typeface mirrors the gentle nature of Kleenex products, while remaining clean and elegant to avoid any sense of clutter. The new typeface not only stands out on shelves but also reinforces Kleenex as a trusted, timeless choice, reflecting the brand’s refreshed identity with clarity and purpose.
Illustrations That Bring the Brand to Life
Video courtesy of: Turner Duckworth
Kleenex’s rebrand didn’t stop at logos and fonts; it also includes a set of fresh, friendly illustrations that we can’t help but love (You know how much we like illustrations). These simple yet thoughtful visuals add so much personality to the packaging, designed to evoke warmth and a sense of everyday comfort. Whether it’s a small icon symbolizing a soothing moment or a playful detail that adds a touch of charm, these illustrations make Kleenex feel more relatable and welcoming. By spreading these illustrations across different products, Kleenex reinforces the comforting role it plays in our lives, creating a cohesive, story-driven brand experience that resonates with both loyal customers and new fans alike.
Video courtesy of: Turner Duckworth
In Short
Kleenex’s rebrand isn’t just a new logo; it’s a complete clean-up of its visual identity. It’s a reminder of how important it is for any brand to think through their look from the start. Now, when you see that Kleenex blue on the shelf, you’ll know exactly what you’re getting—no guessing, no confusion, just good ol' Kleenex.
Meet Turner Duckworth: The Creative Minds Behind Kleenex’s New Look
For those unfamiliar, Turner Duckworth is the design agency known for transforming brands we all recognize and love. From Amazon’s iconic “smile” logo to Coca-Cola’s memorable red ribbon and even album art for Metallica, this team has a knack for creating visuals that stand the test of time. Now, they’ve brought their magic touch to Kleenex, giving the brand a clean, cohesive look that’s ready for the next century.
Turner Duckworth is a renowned design agency celebrated for creating distinctive brand identities for some of the world's most recognizable companies. Their notable projects include designing the iconic Amazon "smile" logo, which subtly connects the 'A' to 'Z' to signify the company's vast product range.