That may come as a surprise to those who associate the ‘tesa’ name with innovation – more than 50% of its sales have been generated by products introduced within the last five years.
Its origins are to be found in the person of Elsa Tesmer, who was the office manager in the Beiersdorf company’s Hamburg headquarters. Searching for a unique, but simple and memorable name, she simply took the first two letters of her surname and added the last two from her first name.
From somewhat humble origins on a single product range of technical adhesive tape through the development of an ‘umbrella’ brand by 1941 applied to all the Beiersdorf group’s self-adhesive products, tesa has grown to become a multi-product, multi-market brand associated with high performance and reliability.
But to prove that age is no barrier to new ideas, to celebrate its 80th birthday the tesa brand has received a new ‘suit of clothes’ in the form of a refreshed identity, with slightly different interpretation for its industrial, professional and consumer markets.
