The Marbig key tags were designed by Nielsen Design Associates at Hunters Hill in 2002 for ACCO Australia. They were a redesign of the older rectangular-shaped Marbig key tags. The main aims of the redesign were to achieve cost reduction in the manufacturing process while also updating the visual appeal and function of the traditional key tag. These aims were achieved by reducing the bulkiness of the product, creating a contemporary oval form while also minimising the use of materials. A new type of hinge was developed to integrate with the new form.
The key tags are an example of a small project undertaken by Nielsen Design Associates, and contrasts to their more complex design projects such as the Betacheck blood glucose meter. While the key tags are a simple utilitarian object they are the result of a creative development process. They represent the diversity of work undertaken by Nielsen Design Associates, one of Sydney's oldest industrial design studios, and indicate the success that Nielsen have had in using design to improve the efficiency of manufacture.