Kimberly-Clark / Kleenex
A REASSURING ALLY
Furthering their commitment to family wellbeing, Kleenex have developed a range of proactive care products. These everyday essentials reduce the spread of germs while providing a sense of control and confidence.
Echo worked with the team to promote these new rituals through strategy and design. Using a vibrant green palette, the packaging balances clinical codes for trust with refreshment cues. In the inclusive spirit of the brand, the design uses clear communication hierarchy supported by iconography. The pattern, made from a tessellated hand motif, add a human touch and approachability inspired by Kleenex’s core values.
“Working with ECHO is a partnership in the best sense. They brought energy, agility & passion to this work, helping us to define the strategy for the Kleenex® brand in a category beyond tissue.
The whole team rose to the challenge under exceptional circumstances and delivered a powerful design solution.”