Kimberly-Clark has teamed up with veteran fashion designer Betsey Johnson to turn personal care packaging into a style statement, both at home and on the go. The designer worked her magic to create fun, fashion-forward boxes and pocket packs for the Kleenex Expressions product line.
The packaging design project produced three boxes, each with a distinctive theme. The “Zip It” box catches the eye with creative, geometric zipper imagery. “Kiss Me” sports stripy, sealed-with-a-kiss graphics. And the “I Heart Betsey” box is printed with flowery hearts set against bright background colors.
A fourth design, for the 10-tissue Kleenex Slim Pack, is called “Seeing Spots,” in reference to the all-over animal print that decorates it.
Discussing her approach to the Kleenex packaging project in a Q&A on Reddit, Johnson wrote: “I only live with things I love to look at. And before my Kleenex boxes, I hate to say, [I’d] rather see a roll of white toilet paper than a regular box I don't love.”
Kimberly-Clark positions Johnson’s packages as accessories that convey the consumer’s sense of style, whether she’s in her living room or fishing in her purse for a tissue.
The brand owner also is encouraging creative reuse for the packages after they’re empty—like repurposing an empty box as a mail organizer or using it to hold makeup brushes.