Transform Magazine: Echo Works with Kleenex on Wellness Inspired Fabrics Collection to Benefit Mind – 2021


Branded design agency Echo worked with Kleenex to design a range of tissue boxes and pouches in partnership with Mind, a UK-based mental health charity.

Designed to encourage mindfulness in everyday life, the collection offers uplifting colors and emotional expressions, inspired by tips to promote well-being. For every Take a Moment box or pocket pack purchased, Kleenex will donate to Mind, with a minimum donation of £ 100,000, which will help fund Mind’s Infoline, so more people can get information and advice.

“The lockdown put everyone’s emotional well-being under unimaginable pressure, but also facilitated more open and honest conversations about mental health. When our long-time collaborator, Kleenex, approached us to design their new ‘Collection’ line, we saw an opportunity to take a more goal-oriented direction that would encourage people to check in with themselves and their loved ones ”, explains Jenny Cook, creative strategist at Echo.

In keeping with Kleenex’s position as a family brand that aims to provide comfort and protection when needed, the new collection seeks to connect customers with Mind and facilitate greater access to mental health support. Echo has created four cube designs that combine an uplifting statement with a bold gradient color background. There are a variety of colors to choose from, from the orange of “Thrive” to the aqua undertones of “Restore”.

Each cube has a corresponding vignette, from “sunny pieces” to “freshly squeezed limes”. Everyday poems aim to inspire consumers to cherish the little things and take into account today’s environment, a key part of practicing mindfulness. Inspired by the trademark Kleenex brand, the typography is drawn in a minimalist style, allowing bright colors and positive messages to stand out.

“Through this collection, we aim to develop a long-term partnership with Mind to support our consumers in their own individual journeys with mental health, as well as to support and raise awareness of the important work accomplished by the association,” said Emilie. Searle, brand director at Kimberly-Clark.


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