Key Highlights
Packaging Design:
Kleenex has opted for a bold, blue color scheme that's not only eye-catching but conveys a sense of trust and cleanliness. The use of the white feather graphic serves a dual purpose: it emphasizes the product's ultra-soft nature and the hypoallergenic claim, appealing to consumers seeking comfort and safety.
Packaging Engineering:
The box is a standard rectangular prism, which is efficient for transport and storage. The compactness maximizes shelf space for retailers, and the materials chosen are sturdy enough to protect the tissues yet lightweight to keep shipping costs down.
Shelf Impact:
The uniformity in branding across different sizes makes these products instantly recognizable. The color, combined with the prominent logo placement, ensures the product pops on the shelf, even from a distance.
Market Analysis:
Kleenex is positioned as a premium product. The packaging communicates quality and aligns with the brand's identity as a leader in the tissue market.
Competitive Benchmarking:
Shows us that compared to its rivals, Kleenex packaging is minimal yet sophisticated. It forgoes busy patterns for a clean, modern look, setting it apart from brands that use more graphic elements or text.
Consumer Experience:
The packaging is designed for ease – the tissues dispense one at a time, the opening is resealable to maintain freshness, and the box's stability ensures it can withstand regular use without damage.
