Kleenex global rebrand wipes away inconsistencies

The new global identity for Kleenex, which brings global uniformity to the brand, a distinct personality and an emotional touch, was crafted by Turner Duckworth. In an endeavour to tackle years of visual inconsistencies, the global design agency created a unified logo with a distinguishable crown shape. Its curves and distinct look influenced all features of the brand system, such as the typography and illustrations, which draw on the original identity but bring a sense of strength and consistency. Its illustrations feature playful, whimsical moments where Kleenex can be useful, including weddings or times of illness.