Turner Duckworths Kleenex rebrand features a bespoke serif inspired by a mean case of the sniffles [Video]

The script in question, Kleenex Serif, is a bespoke headline serif crafted in collaboration with type designers Alec Tear and Lewis Macdonald. Designed to embody the strength of the brand, as well as the softness of its tissues, the serif draws inspiration from “a mean case of the sniffles” as well as Kleenex’s script wordmark and reimagined crown monogram.

Chromatically, the revitalised identity revolves around Kleenex Blue, the brand’s core champion colour intended to reinforce brand recognition. A supporting colour palette of welcoming tones provides depth and flexibility to the visual system behind it, allowing the brand to retain its heritage while feeling contemporary. The colour palette is most prominently put to use through the introduction of illustrations, each depicting moments where Kleenex can provide a practical or emotional role – reinforcing the product’s comforting presence in life’s everyday moments.