JKR

Earlier this year we used the redesign of the core UK Kleenex pack to illustrate an observation about packaging changes which are arguably so conservative, that they miss the opportunity to move on that a redesign offers (see original post here). It’s been quite another story in the States, where the brand first created these great summer packs for Target (above), and has now created a winter version – lots of playful homespun charm, playing on the kind of box covers nana used to create to hide tissues back in the day.

Kleenex also produced this slightly more sophisticated Christmas pack, again playing on the concept that something sitting in the corner of our rooms might as well look nicely decorated.

I guess the point these boxes make is that branding can be achieved via a decorative approach rather than a logo, and repeating the trick just builds on this. I think Kleenex are to be applauded not for any one of these packs in particular, but rather for taking a good idea and not settling for just trying it once.

Above: The rather less inspiring UK redesign this year.