Kleenex
Kleenex’s social mission is to support positive mental wellbeing by promoting strength in moments of vulnerability. The aim of the range was to gain further credibility within the mental wellbeing space, attract a younger consumer (18-35), and to be a desirable range that aligns with post-pandemic home living behaviours.
STRATEGY | PACKAGING
The designs were created using real data attained from people living with mental health problems at the charity Mind. The respondents were taken through 2 guided mindfulness exercises where they were asked to describe a low energy environment in colour, shapes, sounds, and describe their emotions within that environment. This was then repeated for a high energy space.
4 clear energy spaces were identified. Tranquility, harmony, vitality and elation, with increasing levels of energy. Distinct colours, shapes and words were associated with each energy. The design was directly influenced by the research.
The packs were designed to boost people by giving them that hit of positivity they need to feel good. The 4 personal energisers could become a source of strength, each fitting in to living spaces within the home.
Each pack displayed multiple languages with words captured from the research, allowing the same packs to be rolled out across Western European markets.
