Kleenex – Ellie Schwartz

Kleenex
A beautiful patterning system that elevates any space or environment.

While Kleenex invented today's print and pattern model, consumers now see the category as a sea of sameness. Brands are interchangeable with similar in-home strategies anchored entirely on short-lived trends, driving consumers to more choices. How can we design packaging unique to Kleenex while continuing to adopt its familiar feel? Can the new packaging excite and delight Kleenex's strategic target? Will the updated designs, prints, and patterns offer different qualities across product lines and over time?

By using the polaroid look as the frame of reference, we designed a base package that is simple, colorful and bound to capture unique moments. The new designs and patterns are versatile and fit within different contexts. This elevated aesthetic adds to environments rather than just blending in. It is simple, feels soft, bold, unique, and beautiful. While artistic and expressive, the patterns were meticulously crafted to match a high standard of product quality. While following current interior design trends, the new packaging accommodates what is contemporary and modern while remaining unmistakably Kleenex.

CREDITS

Team Design B&B, 2023

Role Art Direction, Custom Illustration, Packaging

Say hello at:

ellieschwartzdesign@gmail.com