While Kleenex invented today’s print and pattern model, consumers now see the category as a sea of sameness. By literally framing the motifs, we designed a simple and proudly Kleenex solution. The brand is held together by ensuring that all of the patterns come from the same hand — vibrant, expressive, modern, and graphic. The system allows for the needed flexibility to meet different aesthetic preferences and seasonal occasions. This elevated aesthetic adds to environments rather than just blending in. The patterns were meticulously crafted to match the quality product while the frame construct is flexible to work across media.