Boasting a new look: The Consumer Brand of tesa launches with fresh packaging design

• Visibility: Unified packaging strategy for better customer orientation at POS
• Product understanding: Visualizations on packaging show exact application area
• Modernization: Gradual packaging transition of all consumer products, starting with the sealing range

Norderstedt, 17.09.2025 – tesa, international manufacturer of innovative adhesive tapes and self-adhesive product solutions, begins this month with the redesign of packaging across its entire consumer product range. With this relaunch, tesa aims to strengthen brand presence, improve orientation for end customers at the point-of-sale, and facilitate decision-making for each product. The range of sealing products for windows and doors will lead the way, timely with the approaching autumn. tesamoll will be rebranded as tesa Insulation.

Strategic new appearance for better brand perception

The new packaging design brings significant improvements: An enlarged tesa logo optimizes brand recognition, while the blue from the tesa logo serves as the base color for all new packaging, ensuring greater visibility on the shelf. Distinctive visualizations showing the application in more detail make navigation between different products and their uses easier. Additionally, QR codes are integrated on all packaging, leading directly to further product information and thus enhancing the customer experience.

"Packaging with its design is the most important touchpoint between consumers and the brand. It serves not only as a decisive factor at the point of sale but also as a communication medium. Optimized visibility of our products, easier navigation within the range, and supportive messages on all packaging aim to give our customers better orientation and an even stronger connection to the brand," explains Hilde Cambier, Head of Marketing tesa Consumer.

Sustainability made visible

Another central component of the relaunch is new information icons on the packaging of products with higher sustainability, visualizing the essential features at a glance. This special labeling is given to products that demonstrably consist of at least 50 percent recycled or bio-based materials and where the proportion of these materials in the total product is at least 30 percent. Independent certifications by DIN Certco and TÜV Süd confirm these details and further strengthen confidence in the communicated sustainability aspects.

With the holistic sustainability strategy "we do," tesa pursues a strategic transformation approach. The result is a continuously growing more sustainable portfolio – from more environmentally friendly packaging solutions to adhesive tapes made from recycled and bio-based materials – as well as more energy-efficient production methods and processes.

Foundation for future-proof brand strategy

The packaging relaunch is an essential component of tesa's overarching brand strategy and serves as a strategic guide for the design of the entire future product portfolio. The new packaging will be gradually introduced from now until the end of 2027.