Kleenex boxes get a First Nations makeover

Branding and design agency Hulsbosch has designed a limited-edition packaging series for Kleenex's Everyday 200s range, featuring commissioned artwork by First Nations artist Emrhan Tjapanangka Sultan, as part of Kimberly-Clark Australia's Reconciliation Action Plan initiative.

The independent agency worked with Kimberly-Clark Australia to adapt Sultan's artwork across the three-dimensional packaging system while keeping the original work intact.

Translating artwork to packaging

According to Hulsbosch, the brief required careful handling of composition, structure and reproduction, along with production-ready artwork, so the integrity of the original piece held at every touchpoint.

The agency said cultural sensitivity guided each stage of the process, from artwork placement and scaling through to production constraints, with the aim of letting the artwork lead.

"This project was about more than applying artwork to packaging. It was about ensuring every design decision protected the integrity of the story being told," said Laura Howe, Senior Designer at Hulsbosch. 

"Our role was to carefully translate Emrhan's work into a commercial format without compromising its cultural weight or visual impact."

Hulsbosch said the finished designs are intended to sit alongside Kleenex's contemporary brand aesthetic at retail.

About the artist

Sultan was born and raised in Mparntwe (Alice Springs) and is from the Western Arrarnta, Luritja, Kokatha and Yankunytjatjara peoples. Guided by a family of artists, he began painting traditional Desert art at a young age, drawing on stories passed down by his mother and grandmother. His practice centres on connection to Country, family lineage and the preservation of cultural memory.

Reconciliation strategy

David Tyack, Managing Director, ANZ, said the company's reach gave it a responsibility to create positive impact.

"We reach millions of Australians every day through products used at home, work and in the community. We believe that reach comes with an opportunity to create positive impact," said Tyack. 

"This initiative demonstrates how our brands can be used to celebrate First Nations culture, create connections and support our broader reconciliation journey."

The packaging forms part of Arbex's broader reconciliation strategy, which focuses on three areas: supporting First Nations STEM pathways, improving health and hygiene outcomes in remote communities, and using brands as a platform for social good.

The company also supports the Aboriginal Investment Group (AIG) Remote Laundries Project, a community-led initiative that provides free access to commercial laundry facilities, health education and local employment opportunities in remote Northern Territory communities.

"Reconciliation requires action," said Tyack. 

“Whether that is supporting community-led health and hygiene initiatives, helping create future pathways for First Nations talent, or using our brands to amplify First Nations voices, we are committed to creating practical, meaningful impact through the work we do every day.”