TP-link global rebrand

Shifting global market share to global mind share by re-branding Tp-link

top of tp-link router box with new logo brand on green background


  • Market Audit
  • Brand Strategy
  • Brand Architecture
  • Visual Identity Design
  • Packaging Design
  • Product Design Visual Principles
  • Event Design


  • Increased consumer awareness and demand for new smart home devices
  • Record sales revenue of $2.1 billion in 2018
  • Received IF World Design Award 2018 for product design

The Brief

Tp-link is the world’s largest manufacturer of networking products with strong interests in both the consumer and enterprise sectors. After 20 years of success the business decided to embark on a new path – a more consumer facing one. New pending product launches would include smart home devices, home networking products as well as the companies first cell phone. With this change in direction a new revitalised brand image and brand experience would be required to help shift peoples perception of the brand and embrace a new consumer centric feel.

tp-link logo on grey and on green - new branding by billion studio

The Challenge

In order to create a new meaningful purpose in the minds of consumers we undertook a new brand strategy assignment in order to land on an authentic brand USP upon which we could build a visual and experiential personality. ‘Achievement through Simplicity’ captured the brands ambition to help people find productivity in a seamless intuitive way.

open laptop with tp-link website on screen

The Solution 

Our new creative platform allowed us to build a visual, verbal and ambient brand system through a visual identity, digital design, environmental design, UX/UI and packaging design. Our new look and feel which included a new logo and unique colour palette was core of the assignment, once that was in place we went about building a holistic brand ecosystem which would differentiate while also communicating a new found purpose within a busy competitive space.

white circular tp-link router with new logo brand on a green background with yellow feature icons

Since the re-brand Tp-link’s consumer profile and awareness has increased exponentially while it has also achieved record sales revenue of a whopping $2.1 billion in 2017. And as demand for their new smart home devices and the networks that power them increases, TP-Link, has fast become seen as one of the world’s leading innovators of home, small and medium business networking solutions.

Visit TP-Link Website
two smartphones with tp-link branded app on screen allowing you to adjust home kit features
collage of tp-link new box packaging design in green blue and white
photo of tp-link exhibition design set up and of app screens for smart home kit technology