Brand Communications, Strategy & Design.
Brand Communications, Strategy & Design.
KIMBERLY CLARK
MIDDLE EAST & AFRICA
The Kleenex portfolio was in need of a complete overhaul - poor shelf presence, combined with an outdated design language had seen a stagnation in sales. More than just a new look and packaging technique, the project was about getting under the surface; figuring out the target audience, brand positioning and personality, then shaping their perception of the brand through design.
Arabesque, the winner of the Dubai Lynx Award, captures the spirit of Arabia - thoughtful, intricate and multi-layered. Vibrant texture and the use of considered elements appear contemporary and timeless. The rationalised range, that is owned and managed by Kimberly Clark Middle East and Africa, gave Kleenex more than $500k in operational savings and increased sales by 12% in the first year alone.