PepsiCo rebrands SodaStream to meet growing consumer’s interest in innovation and mixology

ISRAEL – PepsiCo has announced the rebranding of its Israeli-based carbonated drinks subsidiary, SodaStream, to tap into its consumers’ growing interest in design, innovation, mixology, and user-experience fields.

The beverage giant said as the trend of making fresh sparkling water at home continues to grow, and as consumers seek more approachable premium products, especially in the food and beverage sector, SodaStream is introducing a full top-to-bottom redesign.

The touted world’s leading sparkling water brand has had a full 360° brand-repositioning of the company’s symbol, color palette, and websites, and is introducing a new tier of elevated products.

The new high-end SodaStream Collection will carry two new sparkling water makers, the Art, and the Duo, and planned collaborations with recognized global designers.

In addition, the new marketing elements include a “Push for Better” tagline around the ripple effect created by positive change, a concept tied to pushing the button on SodaStream devices to create sparkling water.

The brand also noted a new visual language which includes a fresh new iconic symbol consisting of two interlocking water droplets arranged in a yin and yang formation, forming the signature letter “S”, symbolizing SodaStream.

The formation is to depict balance and harmony, as well as resemble the planet, while the new color palette is inspired by nature, symbolizing dedication to doing better for the planet.

The brand’s primary colors are Fresh Blue, Deep Blue, and Sand, a reference to the purity and freshness of the water, and the brightness of sand.

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 to identify its opportunity to evolve and optimize the brand’s key assets and to ensure every aspect of the new design vision and brand experience activates its trailblazing attitude and stream of change mentality,” said Eitan Cohen and David Jenkinson, Design & Experience Partner at Pearl Fischer.

 “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.”

The company, which creates countertop machines that convert regular water into a sparkling alternative at the push of a button, said the new visual identity is live now across SodaStream’s direct-to-consumer websites, social media channels, and other digital platforms.

The redesigned packaging will gradually be introduced to the 47 markets where the company operates next year.

Liked this article? Subscribe to Food Business Africa News, our regular email newsletters with the latest news insights from Africa and the World’s food and agro-industry. SUBSCRIBE HERE.