Kleenex invented the print-and-pattern model, but over time the category it created began to blend together. It had become a landscape of sameness — interchangeable brands anchored to short-lived trends and indistinct in the home. Our redesign reclaims that leadership with a system that’s confident and expressive in the home, flexible across time, and proudly Kleenex. By literally framing the motifs, we created a simple, recognizable structure that holds the brand together. The patterns all come from the same hand—vibrant, expressive, modern, and graphic—giving Kleenex a cohesive yet highly adaptable system. Inspired by a Polaroid-like framing device, the new packaging captures unique moments by adding to environments rather than blending in. Soft yet bold, elevated yet familiar, the system accommodates what is contemporary and modern, while remaining unmistakably Kleenex.