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Brand design and innovation agency Echo reveals its latest partnership with Kleenex, creating a purpose-led tissue box and pocket pack range in partnership with Mind, the UK’s leading mental health charity. Designed to encourage everyday mindfulness, the collection features uplifting colours and emotive expressions on-pack, inspired by tips to promote wellbeing.

For every Take a Moment box or pocket pack purchased, Kleenex will donate to Mind, with a minimum donation of £100,000*. The donation will help fund up to 25,000 calls to Mind’s Infoline, so more people can get the information and advice they need.

Jenny Cook, Creative Strategist at Echo, commented: “Lockdown has put everyone’s emotional wellbeing under unimaginable pressure, but has also facilitated more open and honest conversations about mental health. When our long-term collaborator Kleenex approached us to design their new ‘Collection’ range, we saw an opportunity to take a more purpose-driven direction that would encourage people to check in with themselves and loved ones. We hope to empower customers to embrace self-care such as mindfulness, which is even more important in the wake of the pandemic.”

To ensure they approached the subject of mental health authentically, Echo proposed that Kleenex partner with Mind, an organisation, which aims to make sure everyone experiencing a mental health problem gets support and respect. In line with the Kleenex brand’s position as a family brand that has always offered comfort and protection in moments of need, the new collection aims to connect customers with the organisation and facilitate greater access to mental health support, information and advice. Marking a long-term partnership between Kleenex and Mind, a donation per pack from the range will be given directly to the charity up to £200,000.

Echo created four cube designs which combine an uplifting statement with a vibrant colour gradient backdrop. Evocative of different moods, there are a variety of colourways to choose from, from the vivid orange of ‘Thrive’ to the tranquil shades of aqua of ‘Restore’. These eye-catching packs sit proudly in the home, enhancing Kleenex’s mission to empower people to have honest, open conversations about wellbeing.

Each cube features a corresponding vignette of simple pleasures from ‘sun-filled rooms’ to ‘freshly-squeezed limes’. The everyday poems inspire consumers to cherish the small things, and take notice of present surroundings, a key part of the mindfulness practice. Inspired by the Kleenex brand’s distinct brand mark, the bespoke typography is drawn in a minimalist style, enabling the bold colours and positive messages to stand out.

Emilie Searle, Brand Manager at Kimberly-Clark, commented: “At Kimberly Clark ‘doing the right thing’ is at our core. Through this collection, we aim to develop a long-term partnership with Mind to support our consumers through their own individual journeys with mental health, as well as supporting and raising awareness for the important work the charity achieves. Kleenex is committed to normalising the topic of mental health and encouraging people to take regular moments for themselves.”

Emma Ishan, Head of Corporate Partnerships at Mind, commented: “Every year, one in four of us will experience a mental health problem. In collaboration with Kleenex, we hope to provoke important discussions about mental health and encourage people to take the time to acknowledge how they’re feeling, ask for support if needed or perhaps reach out to support a friend or loved one.”

Available either separately or in a multi-coloured combination, the different packs enable consumers to inject their preferred colour and message into any space, whilst also standing out on the busy personal-care shelf. The collection will be on sale in early July 2021 in all major UK retailers, and is predicted to raise a further £100,000 for Mind, in addition to the £100,000 already donated, which will help support up to 25,000 calls to the organisation’s helpline.