Kleenex unveils refreshed packaging design from Hulsbosch

Independent brand and design agency Hulsbosch has unveiled a refreshed packaging design for Kleenex’s range of toilet tissue products.

Kimberly-Clark, the parent company of Kleenex, wanted to strengthen the brand's packaging, including the iconic puppy, to strengthen Kleenex’s product proposition, modernise its visual identity and improve shelf presence.

The Kleenex redesign is part of a long-standing partnership between Hulsbosch and Kimberly-Clark, who have delivered award-winning work for brands U by Kotex, Huggies and Depend.

Independent brand and design agency Hulsbosch has unveiled a refreshed packaging design for Kleenex’s range of toilet tissue products

Mikey Hart, creative director at Hulsbosch, said: “Our approach focused on elevating Kleenex’s distinctive assets while improving shelf navigation and product differentiation. 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.”

Leah King, Kleenex’s brand manager at Kimberly-Clark, said: “The refreshed packaging for Kleenex toilet tissue products reflects our commitment to keeping the brand relevant and consumer-focused. Hulsbosch has delivered a design that strengthens our proposition, enhances brand recall, and supports our ongoing efforts to drive premiumisation in the category.”

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