Packard Bell, the consumer technology brand operated under the Acer Group, is marking its 100th anniversary with a complete brand relaunch at IFA 2026. The relaunch introduces a new visual identity, the “Tech it easy” brand philosophy and a new range of lifestyle products, led by the 14.5-inch DotBook laptop. The first products are scheduled to reach European retailers from the fourth quarter of 2026.
Founded in Los Angeles in 1926, Packard Bell initially focused on making consumer radios more accessible before expanding into colour televisions and, later, personal computers. Across its history, the brand has focused on bringing technology to a broader consumer audience.
A century after its founding, Packard Bell is returning with a renewed focus on practical, accessible technology designed around everyday needs. Its “Tech it easy” philosophy centres on making technology simpler and more approachable while maintaining an affordable price point.
“Celebrating our 100th anniversary is the right moment to go back to our roots. People need technology that helps them study, work, and stay in touch, all at a fair price. That is what ‘Tech it easy’ means—our signature focus on keeping things simple,” said Valerie Piau, EMEA Vice President, Acer Europe SA.
A New Identity for a New Generation
The refreshed Packard Bell identity is centred on the dot. Its new emblem uses a constellation of dots that incorporates the letters “P” and “B”, providing a contemporary interpretation of the brand’s heritage.
The dot motif is designed to represent cells rather than pixels, reflecting the company’s focus on technology designed around people and everyday experiences.
The refreshed brand identity is accompanied by a more accessible tone of voice, with less emphasis on technical jargon and more focus on how products fit into everyday life. Packard Bell will initially build its presence through digital channels, targeting consumers who increasingly discover and purchase technology online.
The new identity uses four colours—orange, purple, green and yellow—which will feature across marketing campaigns and products.
Product Range Focused on Everyday Use
The first wave of products is led by the DotBook, a 14.5-inch laptop designed for everyday activities such as web browsing, streaming and general productivity.
The wider collection includes:
- DotLoop: A suitcase-style vinyl turntable designed for home listening.
- DotTune: A speaker aimed at bringing traditional home audio into a contemporary setting.
- DotLine: A colourful 4G feature phone designed for families and consumers seeking an alternative to smartphones.
- DotLook: Audio glasses that support music and calls without requiring earbuds or a conventional screen.
- DotShine: A ring light designed for content creators.
- DotCombo: A keyboard and mouse combination for desktop use.
- DotBass: Headphones featuring a colour-focused design.
Packard Bell is also expanding its product ecosystem through partnerships. At IFA 2026, the company unveiled a collaboration with startup Steasy, introducing a connected mini-steamer aimed at the home and kitchen market.
The partnership extends Packard Bell’s focus on accessible, design-oriented products for everyday use. The first Steasy collaboration product is expected to launch in Europe from the fourth quarter of 2026, with additional products planned through 2027.
Packard Bell and the Acer Group
As part of the Acer Group, Packard Bell will take a more lifestyle-oriented approach to consumer technology, combining distinctive designs and colours with an emphasis on simplicity.
The brand will draw on Acer’s technology expertise, global reach and consumer electronics infrastructure, including multilingual customer support across 28 countries, service centres across EMEA, and established logistics and retail relationships.
