Everyone already knows Kleenex for its facial tissues, but the brand recently broke into the kitchen towel category in Western Europe. The popular household brand turned to design agency Elmwood to help cut through the category’s clutter to create a packaging system that visualized the thrill of a clean space—because it is thrilling.
Of course, it’s more than just spic-and-span porn. The visual identity and packaging allow the product’s benefits to be communicated along with the sweeping motion of cleaning. The Kleenex-blue wipe rushes from pack to pack, creating a harmonious, cohesive system with a bold pop of color.
