Kleenex cleans up its chaotic branding with a new look

Turner Duckworth gave the king of tissues a fresh face with more consistent colors, shapes, and typography.

Even the most iconic brands can have branding problems. And as it turned 100 over the summer, Kleenex was working on tackling a notable one. 

“It is one of the world’s most famous brands—but when you close your eyes, you can’t picture it,” says Andy Baron, executive creative director at Turner Duckworth.

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