Kleenex GloWell
A full-scale rebrand and design of Kleenex from marketing research to new products launch.
My Role
UX Designer
Collaboration
Team of 11: 1 Project Manager, 3 Product Designers, 2 Business Analysts, 2 Visual Designers, and 2 Pitch/Narrative Organizers
Timeline
3 months, 2025 fall
(Academic project at Harvard GSD)
What I did
UI/UX, Market Research, 3D Modeling and Visualization
Context
Kleenex began as a cold cream remover but was redefined by consumers as a disposable tissue, becoming synonymous with sickness. While this identity built recognition, it now limits growth. Kimberly-Clark’s divestment in 2025 reflects slowing margins and a brand struggling to stay premium, freeing capital for higher-margin, future-focused categories.
Problem
Consumers tend to purchase Kleenex only during flu season. At the same time, competitors adopt similar “soothing sickness” messaging and box packaging, making it challenging for Kleenex to stand out in the market. Additionally, the brand’s current “for everyone” advertising approach lacks a clear focus, further limiting its ability to differentiate itself effectively.
Ideation
We see the persistence of modern hustle culture, while on the other hand, there's a growing counter-trend toward wellness and intentional rest. Amid the tension between high performance and rest emerges our persona consumer: the Glow Getter.
The Glow getters are always on the go, juggling careers, relationships, and self-improvement, they appear put-together but carry an undercurrent of stress. In a world of endless products, they value simple, healthy choices that make “doing the right thing” easy.
Solution
Looking ahead to the future, we are introducing The Kleenex GlowWell franchise which shifts from being relevant only when you’re sick to becoming a daily ritual. It moves beyond the toilet paper aisle—expanding from hygiene to a proactive wellness presence across beauty, self-care, and everyday moments.
Outcome
Looking ahead to the future, we are introducing The Kleenex GlowWell franchise which shifts from being relevant only when you’re sick to becoming a daily ritual. It moves beyond the toilet paper aisle—expanding from hygiene to a proactive wellness presence across beauty, self-care, and everyday moments.
A new wellness franchise of 2 products, 15 sub-products
Visual assets of packaging, shelf and e-commerce display, social media ads, across-brands collaboration
Business development plan which aims to double the profit margin
Design Process
Product Design
Meet the two new products: Aroma Mist and Pop Pod. Aroma mist is a compact, refillable, all-in-one spray and tissue system. Pop Pod is a small but mighty bead of essential oils that instantly transforms tissue into a moment of aromatherapy.
Glow-getters collect multiple sprays from our line, shaping small rituals of care switching between energizing, calming, or nurturing scents as their mood drifts through the day.
Package Design
Available as a to-go companion and a home station, both made from durable molded pulp. Whether on a desk or in a pocket, the Pop pack is there when Glow getters need a quick reset.
Retail Design
We’ve designed three retail touchpoints: on-shelf integration beside core Kleenex products for direct comparison, a PDQ display to guide shoppers into the Glowell wellness line, and a compact drive-aisle unit to capture convenience and impulse purchases.
Our personalized subscription channel builds on SEO structure and ensures refills arrive regularly, removing the hassle of restocking and keeping their sensory wellness experiences effortless and continuous.
Visual Assets
The classic Kleenex script remains, now freed from the tissue-shaped crown to move away from illness cues. Anchored by Kleenex Blue, the new GloWell logo marks a confident shift towards wellness and emotional comfort. Additionally, an icon system- each tied to a state of mind- helps glow-getters navigate our offerings.
Business Development
With GloWell, Kleenex shifts from volume to value introducing high-margin, lifestyle-driven products that elevate the brand and strengthen profitability and margins across retail and e-commerce.
