Outside of handling litter during allergy season, the good folks at the National Park Foundation likely didn’t think about Kleenex tissues very often—that is until design agency Design B&B presented them with a partnership opportunity.

Let’s back up a little: Every year, the Kleenex brand creates limited-edition Earth Day patterns sold exclusively at Costco. So, when Earth Day 2024 rolled around, Kleenex reached out to Design B&B to create sustainability-focused designs for the occasion.

In the agency’s search for inspiration, the team thought about the beauty and natural diversity of national parks and saw an opportunity for the Kleenex brand to take a stand and rally behind a cause. 

Design B&B created a concept that highlighted how important it is to preserve public lands by featuring really cute animals and their habitats on the tissue boxes, naturally.

Ultimately, Design B&B’s inspiration became the catalyst for a partnership between the National Park Foundation and Kleenex. A portion of each Kleenex Earth Day series sale is now donated to support the parks. 

Created by Design B&B’s illustrators, each tissue pack highlights one of the 16 national parks across the U.S., from the roaring falls in Yosemite to Acadia’s rocky terrain. Educational facts are situated on the back of each box. Kleenex’s Earth Day effort also encourages responsible park cleanup.

The Kleenex work wasn’t the only impressive design effort from the agency. Design B&B also worked on projects from designing the Pop-Tarts Bowl’s brand identity to rebranding The Auditorium Theatre in Chicago. 

After 20 years of leading brands at Procter & Gamble Design B&B founder Amy Brusselback decided to create the kind of agency she would want to hire. The team is small but mighty and demonstrates their care for the public good beyond the Kleenex sustainability design work, too: Design B&B recently kicked off its fourth “Good Egg Grant,” which provides a pro bono year of design and strategy to a Chicago-based non-profit.