Today, ESR is introducing a new brand identity.
You'll start to see it across our logo, colors, packaging, website, and product experience. The look is new. The reason behind it is straightforward: ESR has grown, and the brand needed to better reflect where we are today, and where we're going next.
What hasn't changed is the part that matters most. ESR is still ESR. Our products, warranty, customer support, and commitment to making everyday tech easier remain exactly the same.
Why We Updated the Brand
The name ESR comes from the word "easier." It has guided the brand since 2009.
When ESR began, the focus was on accessories for smartphones and tablets. Today, our products support many more parts of everyday life, from charging and protection to work, travel, and the connected routines built around the devices people rely on every day. We've grown to earn the trust of more than 130 million users worldwide. In 2025, we transitioned from ESR Gear to ESR Tech to reflect that broader role.
This new identity is the next step. It gives the brand a clearer, more consistent way to show up across a wider range of products, markets, and experiences, while keeping the familiarity people already associate with ESR.
"Technology is where we start. Easier is what we make it," said Tim Wu, CEO of ESR. "We believe technology should expand what people can do, not add to what they must manage. As we broaden our range of products and experiences, our new brand identity reflects that evolution while staying true to our commitment to making everyday life easier. That's what 'easier' has always meant to ESR."
A New Look for ESR
The most visible change is the new lowercase wordmark: esr.
It's paired with a new secondary symbol and built around rounded, flexible forms. The system is designed to stay clear and recognizable whether it appears on a small product label, a shelf package, a mobile screen, or the ESR website, without needing to compromise its clarity at different sizes.
Green remains part of ESR's visual identity, but the way we use it has evolved. Building on ESR's original green, the new palette adjusts brightness and saturation to give the brand a more modern feel that also sits more naturally in everyday life.
Different shades and levels of saturation create a broader spectrum of greens, adding depth while maintaining a clear connection to the ESR people already know. Softer and more natural tones help move the visual language away from the colder feel often associated with traditional technology brands, giving the overall identity a warmer, more human quality.
The original fluorescent green also remains in the system, now used more selectively as a highlight for key functions and information. It adds a sharper technological accent where it matters, without defining the entire visual experience.
We're also introducing ES Build, a custom geometric sans serif typeface, to bring more consistency to how product information, packaging, and digital content read across every ESR touchpoint. Typography is the kind of thing you often feel before you can name it. Whether a brand feels clear and reliable, or cluttered and uncertain, often comes down to details like these.
Together, these changes are built around a single goal: making the ESR experience feel clearer, more connected, and easier to navigate.
The process behind these changes began with an initial proposal in June 2026. Getting every element right, from the new wordmark and the expanded green color system to ES Build, took more than three months before the system was ready to roll out.
The Idea Behind It: Tech Made Easier
"Tech Made Easier" is not new. It has been at the heart of ESR from the beginning.
For us, making tech easier means looking for the small frustrations that come with everyday device use, then designing practical ways around them. Sometimes that's fewer cables on a desk. Sometimes it's a better way to protect a screen. Sometimes it's making an iPad more practical for work, travel, or entertainment.
That thinking connects everything ESR makes across five areas: easier charging, easier protection, easier work, easier travel, and easier everyday tech.
You can see it in retractable cable chargers designed to reduce desk clutter, CryoBoost® active cooling for a cooler wireless charging experience, Flex Stand cases that give users more ways to use their devices, and the UltraFit tray, which makes screen protector installation more straightforward. The technology is different from product to product. The goal is the same: remove friction from the things people do every day.
That focus has received some outside recognition recently. The ESR Cyclone 25W Magnetic Charging Pad with CryoBoost was named an IFA Innovation Award 2026 Honoree, combining Qi2 25W magnetic wireless charging, CryoBoost active cooling, and an adjustable stand in a compact design built for daily use at home, at work, or while traveling.
"As ESR continues to grow, we need a brand that can work consistently across a broader range of products and experiences," said Sarah Zhang, Senior Vice President of Brand Marketing & eCommerce at ESR. "It reflects where we are today and where we're going, bringing greater clarity and consistency to how our products and experiences connect with people's lives."
What This Means for You
The new identity is rolling out across ESR's website, packaging, products, and other brand experiences. Because this will happen in phases, you may see both the previous ESR packaging and the new design for a period of time. Both are genuine ESR products when purchased through ESR's official website or authorized retailers.
Your warranty and support experience are unchanged. So is our focus on building accessories that help you get more from the devices you count on every day.
We're also continuing to improve how products are organized and discovered online, making it easier to find accessories that fit your device, your setup, and the way you actually use your tech.
Designed for What's Next
A new identity is a starting point, not a finish line.
As ESR continues to grow, we're exploring more responsible approaches to materials, packaging, and product development, with an ongoing focus on durability and reducing environmental impact where possible. "Designed to Do More. Designed to Last." captures that direction, with products made to keep working through the everyday moments people count on them for, not just to make a strong first impression.
For 17 years, ESR has focused on making technology easier to use. This new identity gives that idea a clearer expression, while keeping the purpose behind it exactly where it has always been.
A Couple of Questions Worth Answering
I received an ESR product in the old packaging. Is it genuine?
Yes. Both old and new ESR packaging will be in circulation during the transition. If you purchased through ESR's official website or an authorized retailer, you have a genuine product, regardless of which packaging version arrived.
I have ESR product pages bookmarked. Will those links still work after the site updates?
We're making sure existing URLs redirect properly as the rollout happens. If you land on a page that doesn't load, search for the product directly on esrtech.com or reach out to our support team, and we'll help you find it.
The new identity is live at esrtech.com. If you have thoughts on the new look or the product experience, we'd like to hear from you by support@esrtech.com.
Tech Made Easier.
