Holding company Letts Filofax has worked with brand communication consultancy CDT Design to develop a new positioning using the strapline "Everything in hand".
Filofax will use press and in-store advertising to promote its extended range of leather accessories, which includes briefcases, handbags and wallets, as well as personal organisers, with prices from £12 to £195.
The brand is placing a greater emphasis on the wide variety of colours now available across its range to appeal to fashion-conscious women who change their accessories according to the season.
CDT has created images of models in silhouette carrying Filofax products, which will run across the company's marketing materials including packaging, press advertising, in-store display, website design, direct mail and catalogues.
The revamp will launch in the UK this month before rolling out to Filofax's 40 international distributors.
Women account for 60% of Filofax's sales, although marketing manager Laura Topping expects this to increase on the back of the repositioning.
Filofax is also hoping the revamped look will appeal to consumers seeking an alternative to electronic devices such as the Blackberry.
It claims that the rise in popularity of such electronic gadgets has not had an adverse effect on its personal organiser sales. Turnover grew from £53.7m to £55.2m in the year to January 2004.
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