Created and managed by
The 0809 BRIEFS
Live Creative Briefs
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Create the next set of on-pack
designs and illustrations for
Kleenex boxes and pocket pack
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YCN DESIGN BRIEFS
These Design Beiefs have been developed by real businesses/organisations in the
United Kingdom, so some information does not apply to Australia and New Zealand.
ADAPT THEM TO SUIT YOUR PURPOSES AND SITUATIONS
Create the next set of on-pack designs and
illustrations for Kleenex boxes and pocket pack
Since the KleenexÂ® brand came on the market in 1924, it has been the
No.1 brand of facial tissue in the world and has become a genuine global
icon. For decades it stood for reliability and formed the benchmark for the
facial tissue category â€“ and it still does today. For a long time the brand
had sold itself on the promise that when youâ€™re not quite in control,
Kleenex is there to restore order and give people their composure back.
The brand has recently embarked on a journey focused on making the
brand more emotionally connected, uplifting and modern. The strategic
change came to fruition with the â€œLet it Outâ€� campaign, which
demonstrated the value of liberation from symptoms, from inhibitions,
from constraints and anxieties. It was about encouraging people to let go
of their inhibitions and emote more freely. The idea was based on the
human understanding that release feels better than control. The very
presence of KleenexÂ® helps facilitate consumers â€˜letting it outâ€™
both emotionally and physically.
This extremely successful campaign effectively modernised the brand and
helped people to feel closer to it again.
Kleenex Collection is a range of boxed tissues focused on three different
age groups; 16-24, 25-39, 40 plus. Each design is different to reflect the
design tastes of these different ages and every 4 months one of the 3
designs changes to ensure continuous design refresh.
The design strategy for Collection focuses on targeting women and men
who have an interest in design and home dÃ©cor and like to use home
dÃ©cor as a means of self-expression. Placing a box of tissues with a
great design to a room helps make a style statement, similar to adding
candles, photo frames or a vase of flowers to a room to enhance its mood
The design in the range aimed at the younger age group (16-24) has the
objective of making a definitive expressive statement. Past designs have
included the very popular COW and SHEEP designs. These designs can be
very polarising but it is their quirkiness and fun loving expression which
makes them so popular.
Next year Kleenex will also be launching a range of designed pocket
packs. The target audience for these is young women for whom their
possessions represent an expression of themselves and their lifestyles.
Whatâ€™s in their handbag is therefore important to them - a funky
designed pack of tissues is a perfect addition to their other personalised
Your challenge is to create the next set of on-pack designs and
illustrations for our boxes and/or pocket packs, that will appeal to the
target audience. Remember; our boxes need to appeal to 16-24 year olds
of both sexes, while our pocket packs are aimed at young women.
Young women (primarily) and men who take an interest in how their
accessories express their style and personality (in the home or out and
about). Since design is subjective it can appeal to any age - we therefore
think about peopleâ€™s attitude to design rather than their age or socio-
demographic profile. The desired design attitude incorporates the
following: quirky, fashion conscious, loves colourful things, interest in
what their home dÃ©cor looks like, proud of their possessions, design
aware, into music etc.
You are free to produce any on-pack graphics that you think will most
effectively connect with the target audience.
Optimistic and warm with a sense of humour
Feel free to demonstrate how the Kleenex logo below would sit within the
context of your designs.
Your designs will need to work on current packaging formats.
The design needs to work in a European context so no use of text or