Happy 100, Kleenex!

Kleenex may be a household name, but with that much recognition, over many decades, the brand had lost its cohesion. So to celebrate 100 years, Kleenex is celebrating with a fresh new global identity designed by Turner Duckworth, emphasizing its role in life’s “unexpected moments.” This rebrand stands out in that it standardizes a brand that had really gone all over the place, and 100 years is a long time to go awry! The centerpiece of the redesign is a crown-shaped logo, which is more modern than the oval mark of years past. With whimsical illustrations and animations, the updated identity really drives home emotional connections, making Kleenex relatable as your comfort item in times of need. As the brand rolls out its new look across North America and beyond, it aims to reinforce its status as the trusted leader in facial tissues, and maintain its household brand name!