Packard Bell marks its 100th anniversary with a full relaunch: a new visual identity, a "Tech it easy" philosophy, and a new collection of products, led by the 14.5-inch DotBook laptop, arriving in European retail starting from Q4 2026.
Founded in 1926 in Los Angeles, Packard Bell first made consumer radios accessible to a wider audience, then helped democratise colour television and, decades later, personal computers. Across every era, the brand built its reputation on the same principle: bringing useful technology to the many, not the few.
A century later, that mission remains as relevant as ever. As electronics grow in complexity, Packard Bell comes back with a simpler question: what do people actually need? The answer fits in three words, “Tech it easy”: Technology designed for everyday life, at an affordable price.
“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.
An Identity Designed for a New Generation
The refreshed identity has been built around a single shape: the dot. The new emblem, a constellation of dots, hides the letters “P” and “B” in plain sight, an abstract nod to a century of history redrawn for the present. The dots are thought of as cells rather than pixels, a way of signaling technology that is human and built for real life.
The brand speaks the way it is designed. A warm, plain-spoken tone of voice replaces tech jargon; lifestyle imagery shows people using the products in their daily life. The company will first build its brand presence on digital channels, where the new generation of consumers shop. Four vibrant colours (orange, purple, green, and yellow) connect the dots from campaigns to products, bringing energy and warmth to shelves.
A First Wave Built Around Everyday Moments
Packard Bell is also opening its universe to partners. Unveiled at IFA alongside the first wave with a startup called Steasy®, is a connected mini-steamer that brings the same everyday-first philosophy to the kitchen. More than an expansion into home appliances, this partnership represents a natural extension of the Packard Bell vision: creating smart, accessible, and design-led products that fit seamlessly into everyday life. The first product from the collaboration will be available in Europe starting from Q4 2026, with further launches planned through 2027.
Packard Bell within the Acer Group
Packard Bell brings a more colourful and lifestyle-oriented approach to consumer technology, offering distinctive colours, expressive design, and simplicity. Powered by the tech expertise, global reach, and consumer know-how of the Acer Group, the Packard Bell brand benefits from an established operational infrastructure including multilingual customer support across 28 countries, a network of service centres throughout the EMEA region, and logistics and retail relationships built over decades of consumer technology leadership.
Availability
The Packard Bell DotBook will be available in EMEA in September starting from €499.--.
The Packard Bell DotLoop will be available in EMEA in September starting from €149.--.
The Packard Bell DotTune will be available in EMEA in September starting from €34.99.--.
The Packard Bell DotLine will be available in EMEA in November starting from €69.--.
The Packard Bell DotLook will be available in EMEA in September starting from €99.--.
The Packard Bell DotShine will be available in EMEA in October starting from €39.--.
The Packard Bell DotCombo will be available in EMEA in September starting from €39.--.
The Packard Bell DotBass will be available in EMEA in September starting from €29.--.
The Packard Bell Steasy will be available in EMEA in October starting from €199.--.
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