Kleenex Facial Cleansing

Brand extension alert! Sterling Brands has designed the packaging for the facial cleansing range by Kleenex.

Kleenex has long been associated with facial tissue and now they are moving beyond this core offering and into the world of facial cleansing. This new range of products includes exfoliating cushions, moist facial wipes, cotton soft pads, moist eye make up removers and shine away sheets featuring innovative fabric-based technologies. Each product has been ergonomically designed utilizing Kleenex’s textured multi-layered fabric, and gentle cleansers infused with a pro-vitamin complex for noticeably healthier looking and feeling skin.

“The packaging was holistically designed to deliver on the cues of beauty, while still staying true to key core equities of the masterbrand. High-quality, refillable dispensers cue the quality of the product inside, while simple bellybands carry the branding that can be removed after purchase.”

“The graphic design centers around a ‘bloom’ illustration created to inspire the idea of radiance with its soft glowing shapes; cues from the world of beauty including metallic touches of silver were then added in the shape of an uplifting flower which sits underneath the Kleenex logo.”

The product features front and center as a key way finder but also to illustrate the uniqueness of each component of the range. A simple color navigation bar creates the base for the design. The overall aesthetic, which is both clean and radiant, captures the key consumer benefits. Delicate, like a tissue!


Designed by Sterling Brands

Country: United States

City: New York

EVP, Design Intelligence: Siobhan Lonergan

Art Director: Malvina Baker

Designer: Marisa Balmori, Michelle Lee

Other: Jason Boon, Design Manager, Kimberly-Clark

Structural Design Partners: gravitytank and Ximedica