Brand design agency Hulsbosch has led a strategic packaging redesign on the Kleenex facial tissues brand range for Kimberly-Clark Australia, with tissues and box packaging Forest Stewardship Council-certified.
Based on research, the packaging redesign for the Australian made household essential ran across all tiers for Everyday, Large & Thick, Soft & Thick and Wellbeing Kleenex 2ply and 3ply facial tissues products, explained Mikey Hart, creative director at Hulsbosch.
The Forest Stewardship Council-certified materials used in the packaging ensure responsible forest management, which is confirmed to be part of Kimberley-Clark’s annual sustainability and disclosure report.
Hart 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."
Hart said the purpose of evolving the range was to amplify personality by looking at fashion trends, and “find ways to surprise and delight Kleenex Tissue customers”.
In addition, there was an opportunity for Kleenex to improve perceptions of modernity, he said, adding, “A home is a place where people are looking to express themselves and add a flourish of personality. 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.
“With multiple Kleenex Tissues designs to choose from, there is something for everyone.”
Hart explained that the Hulsbosch team curated eight design territories and 90 mood boards, with research identifying what territories of interest had the highest purchase intent across different demographics.
From there, the packaging designs were created and further research conducted to identify what packs consumers loved the most, he said.
“The result was a revitalised portfolio with some refreshed favourites like flowers, puppies and kittens. Many new pack designs were introduced to surprise and delight customers, from contemporary abstract patterns to niche travel illustrations that captured the essence of an Australian beach and beautiful photography of daisies on a blue background,” added Hart, pointing out that the packaging work simplifies the masterbrand and features striking natural stone textures, decorative illustration and uplifting photography to support a specially curated range.
Importantly, the revitalised packaging and revamped design improves shopper navigation for speed and ease, and the brand solution ensures consistency across the range for a modern, premium style facial tissue range for mass market.
Belinda Driscoll, VP & MD 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 are currently available on-shelf at leading supermarkets and retail pharmaceutical stores around Australia.
