SodaStream is not only introducing a slew of new soda maker products, the company is also doing a complete brand repositioning that includes a new company symbol, colour palette, and websites.
In terms of new products, this includes the new premium “SodaStream Collection” that represents an advanced and designed product range. “SodaStream Collection” offers elevated experiences through innovation, quality, and design. The Collection will include SodaStream’s latest sparkling water makers, the Art and the Duo, and will also include future innovations designed by global renowned designers.
When it comes to branding, at the heart is a new brand push by SodaStream, a PepsiCo subsidiary, is called Push for Better, inspired by the action one takes when pushing the SodaStream sparkling water maker button. It is reflected in the new visual identity of the brand. This includes a new symbol consisting of two inter-locking water droplets arranged in a yin and yang formation, depicting balance and harmony, as well as resembling the planet. The design forms the signature letter “S”, symbolizing SodaStream.
SodaStream’s new colour palette, meanwhile, is inspired by nature. The brand’s primary colours are Fresh Blue, Deep Blue, and Sand, a reference to the purity and freshness of water, and the brightness of sand.
SodaStream’s new visual identity is now live throughout the company’s digital touchpoints including its direct-to-consumer websites, social media channels, and additional platforms.
Starting in 2023, the newly designed packaging will gradually roll-out to all 47 global markets in which the company operates.
“Our new ‘Push for Better’ strategy and its accompanying brand assets are the next chapter in SodaStream’s journey to change the way the world drinks and revolutionize the global beverage industry,” says Eyal Shohat, CEO of SodaStream. “As the experts of sparkling beverages creation, we are excited to provide our consumers with the perfect sparkling water experiences, with an upgraded lifestyle. By using SodaStream, our consumers have the opportunity to do something that’s better for them and better for the planet.”
SodaStream has collaborated with Pearl Fisher, a creative design and branding agency based in London to create and implement the brand’s new visual identity as well as Eitan Cohen, creative advisor to SodaStream.
“We are very proud of our partnership with SodaStream,” says Cohen and David Jenkinson, Design & Experience Partner at Pearl Fischer. “It’s been a great process, from identifying SodaStream’s opportunity to evolving and optimizing the brand’s key assets – to ensuring every aspect of the new design vision and brand experience activates its trailblazing attitude and stream of change mentality. This is an exciting next chapter for Sodastream and we’re looking forward to seeing this bold, impactful, and empowering new design hit the shelves.”