Packard Bell, under the Acer Group, marks its 100th anniversary with a full relaunch at IFA 2026. The brand introduces a new visual identity and a "Tech it easy" philosophy focused on accessible technology. Founded in 1926 in Los Angeles, Packard Bell first made consumer radios accessible, then helped democratize color television and personal computers. Across every era, the brand built its reputation on 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. Valerie Piau, EMEA vice president, Acer Europe SA, stated that people need technology that helps them study, work, and stay in touch, all at a fair price.

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. The dots are thought of as cells rather than pixels, signaling technology that is human and built for real life. A warm, plain-spoken tone of voice replaces tech jargon; lifestyle imagery shows people using the products in their daily life.

The collection is led by the Dot Book, a 14.5-inch laptop. Around it, the first wave covers everyday moments including Dot Loop, a suitcase vinyl turntable; Dot Tune, a speaker; Dot Line, a colorful 4G feature phone; and Dot Look, audio glasses. Packard Bell is also opening its universe to partners, unveiling a connected mini-steamer with startup Steady at IFA.