Brand design agency Echo has worked with Kleenex on a campaign creating a purpose-led tissue box and pocket pack range in partnership with Mind.
Kleenex will be highlighting its work with the mental health charity through the packs, which feature 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.
Echo created four cube designs which combine an uplifting statement with a vibrant colour gradient backdrop.
It said 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`.
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.
Jenny Cook, creative strategist at Echo, said: [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."