Kleenex

The inspiration behind everything in the identity system is the script & crown. The new crown containing shape was crafted to maintain the integrity of the brand's script while enhancing its impact. The crown was drawn to follow the contours of the script and work with its softness, roundness, & cheerfulness. The softness of the script and crown inspired a bespoke font, Kleenex Serif, and sweet suite of illustrations. We focused the color palette to anchor in Kleenex Blue, bringing a mature personality to the brand that allows Kleenex to speak in a range of tones across a spectrum of stories.