Kleenex Brand Re-Packaging
We’ve all experienced it, that item designed meant to save time and add convenience to our every day lives, but fails miserably. That is the Kleenex To Go packets in a nutshell. You know, the little groups of tissues folded half a dozen times to miniature proportions and wrapped in plastic, found in the bottom of every mom and grandmother’s purse. Here’s the thing: those packets do not re-seal, no matter what, and the tissues get dirty, wet, and covered in who-know’s-what in the bottom of the bag. Also, not just women and children need tissues handy at any moment. Cold and allergy season affects everyone, and those frilly pink and purple package designs do not look good in the bottom of your gym bag, briefcase, messenger bag, or backpack.
This design solution sets out to create recyclable, sustainable packaging that easily re-seals, and looks appealing to many.
the before: design packaging problems
- Not easy to open
- Cellophane non-recyclable
- Cellophane wrapping around each pack
- Use of cellophane wrapping around group
- Does not reseal effectively
- No added value for customer
- Lacks designs appealing for everybody
Sketching ideas allowed for exploring solutions to packaging problems, and to pin down every necessary detail that needs to be included. Die cut of an Orbitz brand gum package, re-sized to fit the To Go Kleenex is the final solution.
new packaging goals:
- Use recylable materials
- Create design appealing to wider market, including both men and women.
- Make it easier for customer to access a packwithin the three pack
- Keep image true to Kleenex brand identity
