Over the past ten years, Sterling Brands has partnered with Kimberly-Clark to breathe new life into their portfolio of global brands including Andrex, Cottonelle, Huggies, and Kleenex. This partnership has helped establish design at Kimberly-Clark as a central brand building discipline.
Since 1924, Kleenex has been a category inventor and synonymous with care. However, it had been suffering from a decline in penetration in Europe due to category commoditization. Consumers were not seeing a difference between Kleenex and it’s private label competitors.
Our task was to transform the European shelf by developing a new brand architecture and graphic language across the entire Kleenex portfolio that was both differentiated and desirable to ultimately reinvigorate consumer perception and help Kleenex regain category leadership.
The new design centers around the iconic Kleenex brand mark with emanating patterns that radiate outwards to communicate the variant. The result is a more uplifting experience at shelf that is simpler and easier to navigate.
Consumer response has been phenomenal and the stylish new design has contributed to increases in sales as upward of 20% in certain markets.