# Modern Tissue Brand Makeovers Turner Duckworth Redesigns the Kleenex Branding Aesthetic By Amy Duong | Published 2024-10-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kleenex-branding References: [turnerduckworth](https://turnerduckworth.com/work/kleenex?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) & [creativeboom](https://www.creativeboom.com/news/kleenex-unveils-new-identity-by-turner-duckworth-to-mark-100th-anniversary/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  Brand design firm Turner Duckworth takes on the project of creating the new [Kleenex](https://www.trendhunter.com/trends/tissue-box-collection) branding aesthetic. The approach ensures that it still honors the iconic Kleenex script created by Saul Bass in 1961, which is when it was first introduced. This time around, the rebranding is highlighted by the wordmark that is right under the tissue crown. There is a playful and gentle approach that celebrates the unexpected moments. The brand recalls times of a surprise sneeze a spill, or crying from tears of laughter. The illustrations that join the branding also align with the soft curves of the crown, which are meant to echo the support of the brand, honoring times when life is 'messy.' Image Credit: Turner Duckworth ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 79% | Activity: 54% | Freshness: 30% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Heritage Brand Refresh:** Iconic brands rejuvenating their identity while preserving heritage foster renewed consumer interest. - **Emotion-centric Design:** Brands leveraging visual storytelling to connect with consumers on an emotional level create deeper brand loyalty. - **Illustration-incorporated Packaging:** Incorporating whimsical illustrations into packaging design adds a playful and approachable element to everyday products. ### Sectors Adopting This - **Consumer Packaged Goods:** Creative rebranding efforts within the consumer packaged goods industry significantly impact consumer perceptions and purchasing decisions. - **Graphic Design:** Innovative graphic design methodologies used in rebranding projects emphasize the crucial role of aesthetics in brand perception. - **Branding Agencies:** Branding agencies adopting a blend of heritage and modern design elements showcase their ability to balance respect for tradition with contemporary relevance. ## Related on Trend Hunter - [Hygiene Packaging Redesigns](https://www.trendhunter.com/trends/andrex.md) - [Art Doodle-Collaborative Napkins](https://www.trendhunter.com/trends/tissue-box-collection.md) - [Comforting Fabric Softener Branding](https://www.trendhunter.com/trends/snuggle-rebrand.md) - [Designer Tissue Box Capsules](https://www.trendhunter.com/trends/scotties-and-house-home.md) - [Trademark Protection Campaigns](https://www.trendhunter.com/trends/kleenex-brand.md) - [Refreshed Colorful Candy Brands](https://www.trendhunter.com/trends/skittles-branding.md) - [Refreshed Chocolate Bar Logos](https://www.trendhunter.com/trends/kit-kat-logo.md) - [Contemporary Tissue Rebrands](https://www.trendhunter.com/trends/whisper-brand.md) - [Revamped Cotton Swab Branding](https://www.trendhunter.com/trends/qtips-packaging.md)