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Live Creative Briefs

INTRODUCTION

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Grab everyone’s attention and put
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some Feelgoodness
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Create images for the front of the
ICA’s Christmas cards
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Create the next set of on-pack
designs and illustrations for
Kleenex boxes and pocket pack
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Persuade young men to use and buy
more tissues
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YCN DESIGN BRIEFS
NOTE:
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

Background
Since the Kleenex® 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 – and it still does today. For a long time the brand
had sold itself on the promise that when you’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 “Let it Out� 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 Kleenex® helps facilitate consumers ‘letting it out’
both emotionally and physically.
This extremely successful campaign effectively modernised the brand and
helped people to feel closer to it again.

The Challenge
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 décor and like to use home
décor 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
or décor.
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.
What’s in their handbag is therefore important to them - a funky
designed pack of tissues is a perfect addition to their other personalised
possessions.
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.

Target Audience
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 people’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 décor looks like, proud of their possessions, design
aware, into music etc.

Creative Requirements
You are free to produce any on-pack graphics that you think will most
effectively connect with the target audience.

Brand Values
Optimistic and warm with a sense of humour
Genuine
Non judgemental

Mandatories
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
language specifics.