Kleenex at Target Sparks a Conversation Around Inclusivity and Representation in Design

When Target shoppers choose a tissue box, it's as much about the graphic design as the tissues inside.  And for 'Style Seekers' at Target, it's not just the aesthetics: socially-conscious and cause-oriented, they like to make a statement about themselves and their values with the items they display in their home (even tissue boxes).  

As champions of fresh voices and new perspectives within the artistic and design professions, the Kleenex brand and VMLY&R COMMERCE are turning the latest Target-exclusive boxes –created by up-and-coming women graphic designers with a passion for inclusivity, diversity and sustainability – into a means of sparking a larger, fresh conversation around these and other important topics, and in doing so, make the purchase of these Kleenex designs a mark of social consciousness.

A 2019 study found that female artists only made up 11% of the artwork featured in galleries and female African American artists only made up 3.3%.  Kleenex at Target is taking initiative to become champions of greater diversity in the design profession by elevating new voices with a fresh perspective and passion for inclusivity.

The Target exclusive 'Celebrate the World Around Us' designs are not only appealing, but designed to invite people to come together for meaningful conversations that drive purpose and purchase.  Currently in-store and supported by Roundel Media, this creative commerce activation launches with “Tissue Sessions” in partnership with every day LikeToKnowIt (LTK) female influencers to spark conversations and create shoppable experiences across social touch points.

On the coffee table. By the bed. At the office.  If there’s a conversation happening, Kleenex is at the center of it.  And now during moments that matter, Kleenex at Target want to foster an inviting space for conversation.  So grab a box online or in store; it’s time for a “Tissue Session”.  

The women behind the designs include: Nerissa Thomas, creator of Rose Merry Designs, is from Niagara Falls, Ontario, Canada.  Her work as a surface and packing designer is influenced by nature, fashion and surroundings. Nerissa uses her whimsical, playful art to bring out cheer and positivity in hopes of a diverse world being more connected and kinder. 

Sara Alfaraj (Sara Alfonzo) is an artist of British and Middle Eastern heritage.  She uses illustration and design to explore and celebrate her perspective on cultural traditions and religion. Sara believes wholeheartedly in the power of individuality and hopes for a future in which we all feel seen, heard and celebrated.

Shruti Shyam is a New York based visual designer who tells meaningful stories in a playful way.  She is passionate about sustainability and hopes to use design as a medium for social impact.  When she is staring at her computer or sketching in her notebook, Shruti can be found getting lost in some new corner of the city.

LikeToKnowIt Social Media Influencers include: 

• Always Melissa

• Carnations & Lace

• Find Me At Target

• Jalisa E Vaugn

• Jen Jean Pierre

• Kam Explains It All

• Lauren Elyce

• Queen City Trends

• The Dressy Bostonian

• Tiffanyish