TORONTO — PepsiCo, Inc. subsidiary SodaStream has undergone a top-to-bottom brand repositioning.
Originally designed as an at-home soda fountain, SodaStream shifted away from pop and into sparkling water in 2014. Now, the company has added a new line of products and redesigned much of its imaging, including its logo, color palette, website and social media.
The brand’s shift aims to capture consumers’ growing interest in innovation, design, user experience and mixology, according to the company. London-based creative design and branding firm Pearl Fisher collaborated on the redesign.
“It's been a great process, from identifying SodaStream’s opportunity to evolve 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,” said Eitan Cohen, creative adviser to SodaStream, and David Jenkinson, partner at Pearl Fisher.
SodaStream’s new line of sparkling water machines, dubbed the “SodaStream Collection,” adds two beverage makers for consumers interested in premium options. Each device comes with a freshly designed dispensing method, moving away from the traditional button-press activation in favor of a lever activation.The repositioning comes just one year after PepsiCo announced its plans to aggressively scale SodaStream globally and identified the subsidiary as one of PepsiCo’s primary investments in sustainability. The companies also launched their first co-branded partnership in 2021, bringing bubly drops to SodaStream’s machines.