Having acquired its own label printing technology what Esselte needed was a design strategy for its Dymo range of products with progressive levels of function based around a common set of technology modules.

We created a design language to run across the range that would establish a cohesive and distinctive approach to form and features, yet at the same time allows differentiation and price positioning.

The range runs from low-cost, high-volume label printers positioned for the shed store mass market through to professional products for specific office needs.