Turner Duckworth’s Kleenex rebrand features a bespoke serif inspired by “a mean case of the sniffles”

To mark its centenary, Kleenex has unveiled a new global visual identity designed by Turner Duckworth, aiming to bring coherence across all markets while infusing the brand with a personality fit for our times. Despite being a household name since its 1924 founding, the brand has faced competition from both established players and private-label brands in recent years, alongside a shift in consumer behaviour where apparently paper towels and napkins are often substituted for facial tissues.

Turner Duckworth’s challenge was to unify Kleenex’s branding across the world whilst embedding a renewed sense of personality and service to its audience. The design team anchored the new identity on its synonymous crown motif, evoking both the shape of Kleenex’s signature product and its leadership within the category. Now holding Kleenex’s wordmark, the crown’s use as a container is practically designed to harmonise the script’s variations across different markets and contexts. 

The script in question, Kleenex Serif, is a bespoke headline serif crafted in collaboration with type designers Alec Tear and Lewis Macdonald. Designed to embody the strength of the brand, as well as the softness of its tissues, the serif draws inspiration from “a mean case of the sniffles” as well as Kleenex’s script wordmark and reimagined crown monogram.

Chromatically, the revitalised identity revolves around Kleenex Blue, the brand’s core champion colour intended to reinforce brand recognition. A supporting colour palette of welcoming tones provides depth and flexibility to the visual system behind it, allowing the brand to retain its heritage while feeling contemporary. The colour palette is most prominently put to use through the introduction of illustrations, each depicting moments where Kleenex can provide a practical or emotional role – reinforcing the product’s comforting presence in life’s everyday moments.