Epson embraces “Engineered for Good” as new purpose-driven brand message for Southeast Asia

Global technology leader, Epson, has unveiled its revitalized brand message, “Engineered for Good” in Southeast Asia. This pivotal shift underscores Epson’s commitment to marry innovation with purpose by co-creating cutting-edge technology solutions that contribute towards a sustainable future.

Epson’s evolution from “It’s in the Details” to “Engineered for Good” marks a strategic leap towards a sustainable-driven future

In an era where brands are distinguished by their values and aspirations, Epson redefines its identity to champion sustainability and meaningful innovation. The shift from its former brand message “It's In the Details” heralds a new purpose for Epson to go beyond product excellence and leverage on technology as a way to enrich communities. Epson’s corporate philosophy of ‘sho-sho-sei’ - or, ‘efficient, compact, and precise’ in Japanese - also aligns with this new brand message.

“The actions of individuals and businesses, no matter how small, will play an important part in helping Southeast Asia achieve a sustainable future. Epson recognizes that sustainability is a foundational element of responsible business practices. Hence, it is important that we communicate and advocate the use of Epson’s eco-efficient technology which helps reduce energy consumption, enhance productivity, and minimise the overall environmental impact of every Epson product,” shares Tan May Lin, Regional Director of Brand and Communications, Epson Southeast Asia.

“Our ‘Engineered for Good’ brand campaign reflects Epson’s unique philosophy of delivering efficient, compact, and precise innovations. By further embracing innovation, we aim to combat global environmental challenges and societal issues, to enrich people’s lives and contribute to a better world.”

This brand shift also builds on Epson’s momentum towards its Environmental Vision 2050, which stipulates a goal to become carbon negative and underground resource-free by 2050. At the end of 2023, Epson Southeast Asia adopted 100% renewable energy at all major sites and factories worldwide, including the Batangas plant in the Philippines. Specifically in Southeast Asia, Epson also completely phased out laser printers at the end of 2023, due to laser technology’s limited ability to make significant steps towards improved sustainability compared to inkjet printers.