Hulsbosch has unveiled a refreshed packaging design for Kleenex’s range of toilet tissue products. This initiative is part of a strategic partnership with Kimberly-Clark, the parent company of Kleenex.

The redesign aims to enhance brand superiority, support better pack navigation, and maintain Kleenex’s strong equity and relevance.

The new packaging design leverages existing brand assets, including the iconic puppy, to modernise Kleenex’s visual identity and improve shelf presence. The refreshed design introduces a clearer hierarchy and simplifies on-pack information for easier consumer navigation. The prominence of the puppy in the design is increased to ensure stronger shelf standout and align with Kleenex’s premium positioning.

Mikey Hart, creative director at Hulsbosch, stated: “Our approach focused on elevating Kleenex’s distinctive assets while improving shelf navigation and product differentiation. The packaging balances modern design principles with the strong emotional connection consumers have with the puppy, which remains central to the brand’s identity. By creating a clear and cohesive design architecture, we’ve helped ensure Kleenex continues to have a strong presence in the category.”

The refreshed packaging will be rolled out across the Complete Clean and Luxury Quilts ranges. Kleenex toilet tissues have been made in Australia since 1966, and the new design aims to uphold this legacy while adapting to contemporary market demands.

Leah King, Kleenex’s brand manager at Kimberly-Clark, said: “The refreshed packaging for Kleenex toilet tissue products reflects our commitment to keeping the brand relevant and consumer-focused. Hulsbosch has delivered a design that strengthens our proposition, enhances brand recall, and supports our ongoing efforts to drive premiumisation in the category.”

The strategic design overhaul is expected to reinforce Kleenex’s position in the market by aligning its packaging with modern consumer expectations while maintaining its established brand identity.

Hulsbosch has previously worked on international award-winning projects for brands such as U by Kotex, Huggies, and Depend.