Kleenex Launches New Packaging Designed by Hulsbosch

International award winning, independent brand and design agency Hulsbosch has unveiled a refreshed packaging design for Kleenex’s range of toilet tissue products, enhancing brand superiority, supporting consumers in better pack navigation, and maintaining Kleenex’s strong equity and relevance. Kimberly-Clark, the parent company of Kleenex, engaged Hulsbosch to evolve the brand’s packaging by leveraging its existing assets, including the iconic puppy, to strengthen Kleenex’s product proposition, modernise its visual identity and improve shelf presence. The refreshed design architecture introduces a clearer hierarchy, simplifying on-pack information to make navigation easier for consumers. By increasing the prominence of the puppy, a beloved and recognised brand cue, the new design ensures