Kleenex, the brand synonymous with facial tissues, has launched a new global visual identity as part of its 100th anniversary celebrations. This significant update is designed not only to modernize the brand’s appearance but also to strengthen its emotional connection with consumers, shifting from a functional product focus to one that highlights everyday vulnerability and strength.
A Visual Identity That Speaks to the Heart
The new visual identity, created by design agency Turner Duckworth, aims to unify the Kleenex brand across markets and enhance its storytelling potential. A key feature of the redesign is the introduction of a crown device within the logo, symbolizing Kleenex’s status as the original and category-leading tissue brand. The refreshed design includes a bespoke serif font and a royal blue color, elements carefully chosen to convey both strength and approachability, according to Jennifer Kasmarick, Kleenex’s director of creative excellence.
“We wanted to think about how we could update our visual identity to help that story really land with impact,” Kasmarick explained. This shift emphasizes Kleenex’s brand promise of supporting people in moments of vulnerability, reinforcing the emotional connection that the brand has with its consumers.
Celebrating 100 Years of Trust and Innovation
Kleenex’s brand evolution is especially timely as it marks a century of market leadership. Having become a household name, the challenge for Kleenex was to avoid the trap of commodification in an increasingly competitive market. With many competitors offering similar products, the refreshed visual identity helps reinforce the brand’s heritage and leadership, while ensuring it remains distinct in a crowded marketplace.
Designed for Storytelling Across Tones
In collaboration with creative agency FCB, Kleenex’s new marketing campaign complements the visual overhaul by using the updated identity as a platform for deeper storytelling. The campaign pivots from a functional focus to a more emotional narrative, celebrating the power of everyday moments and the strength found in vulnerability. The campaign, along with the new visual identity, positions Kleenex as not just a product, but a companion for life’s emotional moments.
For more details on Kleenex’s new visual identity and the strategy behind it, visit Marketing Dive.