Turner Duckworth asked me and long-time collaborator Alec Tear to help them craft a typeface as part of a new, more unified visual identity for Kleenex, a global leader whose branding had started to sprawl.

Ispired by the iconic Kleenex wordmark and crown logo, we created Kleenex Serif, a typeface to embody the brand’s soft and caring strength, as well as its cheerfulness.