Following its digital transformation and consumer-centric strategy that was launched three years ago, SodaStream, the world's leading sparkling water brand, says that it is tapping into its consumers' growing interest in design, innovation, mixology and user-experience fields.

At the heart of the new positioning is the brand's call to 'Push for Better', inspired by the action one takes when pushing the SodaStream sparkling water maker button.

'Push for Better' is brought to life in the brand's new visual identity, leading to a "ripple effect" of positive change and inspired by the power of a simple push of a button and the stream of change that it sets in motion — for both consumers and the planet.

The new visual language includes a fresh new iconic symbol consisting of two interlocking water droplets, which are arranged in a yin and yang formation. It depicts balance and harmony and represents the planet. The design forms the signature letter "S", symbolising SodaStream.

SodaStream says that its new colour palette is inspired by nature. The brand's primary colours are:
  • Fresh Blue
  • Deep Blue, and
  • Sand.

This is a reference to the purity and freshness of the water and the brightness of the sand.

SodaStream is also revealing SodaStream Collection, a new premium product tier that represents its advanced and designed product range. "SodaStream Collection" aims to offer elevated experiences through superior innovation, quality and design.

The collection range will consist of SodaStream's new sparkling water makers and will also include future innovations designed by global renowned designers.

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 revolutionise 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," adds Shohat.

Sodastream South Africa's general manager Jacqui Carnelley says, "The pandemic changed lives everywhere. Consumers have abandoned old habits and are looking for new ways to live better and simpler lives."

"Brands are innovating to find new ways to re-connect with these customers. Sodastream is a much-loved brand and we're re-positioning with a view to remind South Africa of the convenience, great taste, affordability and environmental benefits — all now refreshed with cutting-edge design and relevant, updated imagery and messages," adds Carnelley.

SodaStream has collaborated with Pearl Fisher, a creative design and branding agency that is based in London, to create and implement the brand's new visual identity. 

Eitan Cohen, creative advisor to SodaStream, says, "We are very proud of our partnership with SodaStream. It's been a great process from identifying SodaStream's opportunity, to evolving and optimising 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," concludes Cohen. 

For more information, visit www.sodastream.co.za.