In an effort to refresh their brand image, Turner Duckworth's has unveiled a new rebranding campaign featuring a bespoke serif font. The design is directly inspired by the humble tissue that has become synonymous with the company name.
Kleenex Rebrands: A Refreshing New Era for a Timeless Classic
In a bold move to revitalize its image and reinforce its position as a leader in the tissue industry, Kleenex has unveiled a stunning new global visual identity designed by international branding agency Turner Duckworth. This strategic and visual overhaul marks an exciting new chapter in the brand's 100-year history, as it embarks on a journey to bring coherence across all markets while infusing the brand with a modern tone that resonates with its audience.
The Inspiration Behind the New Look
At the heart of this rebranding effort is a unique inspiration - "a mean case of the sniffles." This creative starting point might seem unusual, but it perfectly encapsulates Kleenex's purpose and the emotions it evokes in people. The agency drew upon this idea to develop a bespoke serif font that embodies the brand's spirit and values. This custom-designed font is now at the forefront of the new visual identity, which is set to be implemented across all marketing channels, packaging, and website.
A Modern Tone for a Timeless Classic
One of the most significant aspects of this rebranding effort is its ability to strike a balance between modernity and tradition. Kleenex has long been associated with reliability and trustworthiness, qualities that are unlikely to change. However, Turner Duckworth's strategy recognizes that these attributes need to be refreshed and reinvigorated for a new generation of consumers. The new visual identity is designed to appeal to both old and new fans of the brand, while also establishing Kleenex as a leader in innovation and creativity within its industry.
Global Coherence with a Personal Touch
The new global visual identity brings coherence across all markets, ensuring that the brand presents itself consistently worldwide. At the same time, it injects a fresh personality into the mix, reflecting the unique characteristics of each country or region where Kleenex is sold. This thoughtful approach acknowledges the diverse needs and preferences of consumers around the world while maintaining the core essence of the brand.
A Brand that Listens
Turner Duckworth's strategy also highlights the importance of listening to consumer feedback and understanding their emotional connections with brands like Kleenex. By drawing inspiration from real-life experiences, such as a "mean case of the sniffles," the agency has created a visual identity that is both authentic and engaging. This approach demonstrates a deep understanding of the brand's audience, positioning Kleenex not just as a provider of tissues but also as a trusted companion for life's everyday moments.
The Future of Kleenex: Enhanced Experiences and Innovative Solutions
With its rebranding effort complete, Kleenex is poised to face an exciting future filled with new challenges and opportunities. The company will leverage the refreshed visual identity to enhance consumer experiences across all touchpoints, from e-commerce platforms to retail stores. Furthermore, Turner Duckworth's strategic guidance ensures that Kleenex remains at the forefront of innovation within its industry, staying ahead of trends and technological advancements.
Conclusion
Kleenex's centenary marks a momentous occasion in the brand's history, as it embarks on an ambitious journey to modernize its image while retaining its timeless essence. The new global visual identity, designed by Turner Duckworth, masterfully achieves this balance, infusing Kleenex with a fresh personality that resonates across cultures and age groups. As the company looks to the future, one thing is clear: Kleenex will continue to be a trusted companion for generations to come.
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