Kleenex is giving its tissue boxes a vibrant new look, with a limited-edition packaging range featuring commissioned artwork from First Nations artist Emrhan Tjapanangka Sultan.
Created in partnership with independent branding and design agency Hulsbosch, the new designs bring a splash of colour and cultural storytelling to Kleenex’s Everyday 200s range, transforming an everyday household staple into something a little more display-worthy.
The initiative forms part of Kimberly-Clark Australia’s Reconciliation Action Plan (RAP), using one of its most recognisable consumer brands to celebrate First Nations culture and amplify Indigenous voices.
Born and raised in Mparntwe (Alice Springs), Sultan is an artist of the Western Arrarnta, Luritja, Kokatha and Yankunytjatjara peoples. His artwork draws on connections to Country, family lineage and cultural memory, with stories passed down through generations informing his practice.
For Hulsbosch, the challenge was taking the intricacy of Sultan’s artwork and translating it onto a three-dimensional packaging format without losing the meaning or integrity behind it.
That meant carefully considering everything from artwork placement and scaling to production requirements, ensuring the original work remained front and centre.
Laura Howe, senior designer at Hulsbosch, said the project was about more than simply putting artwork on a tissue box.
“Our role was to carefully translate Emrhan’s work into a commercial format without compromising its cultural weight or visual impact,” she said.
David Tyack, managing director ANZ at Kimberly-Clark, said the company saw an opportunity to use the everyday products reaching millions of Australians to create a positive impact.
“We believe that reach comes with an opportunity to create positive impact,” he said.
“This initiative demonstrates how our brands can be used to celebrate First Nations culture, create connections and support our broader reconciliation journey.”
The packaging is one part of Kimberly-Clark’s wider reconciliation strategy, which also focuses on supporting First Nations STEM pathways and improving health and hygiene outcomes in remote communities.
Its efforts include backing the Aboriginal Investment Group’s Remote Laundries Project, a community-led initiative providing free access to commercial laundry facilities, health education and local employment opportunities in remote Northern Territory communities.
“Reconciliation requires action,” Tyack said.
