Kimberly-Clark / Kleenex

Kleenex Take a Moment

Kleenex approached us to design their new tissue box and pocket pack range in collaboration with Mind, the UK’s leading mental health charity. We saw an opportunity to take a more purpose-driven direction that would encourage a healthy attitude towards self-care and help people navigate the emotional waves of the pandemic.

Each cube features a corresponding vignette of simple pleasures from ‘sun-filled rooms’ to ‘freshly-squeezed limes’. The everyday poems inspire consumers to cherish the small things, and take notice of present surroundings, a key part of the mindfulness practice. Inspired by the Kleenex brand’s distinct brand mark, the bespoke typography is drawn in a minimalist style, enabling the bold colours and positive messages to stand out.

For every Take a Moment box or pocket pack purchased, Kleenex will donate to Mind, with a minimum donation of £100,000. The donation will help fund up to 25,000 calls to Mind’s Infoline, so more people can get the critical support they need.

BRAND STRATEGY

GRAPHIC DESIGN

PACKAGING DESIGN

ARTWORK PRODUCTION

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It’s been a pleasure working with Echo for their insight and inspiration. The range has barely launched and already the feedback has been overwhelmingly positive.” – Emily Searle, Brand Manager, Kimberly-Clark