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September 13, 2022

SodaStream Unveils Refreshed Brand Positioning

By Chandler Harvey

Managing Editor

SodaStream has unveiled a full-scale brand repositioning including a new visual design, logo, packaging and tone of voice.

The new brand identity includes a new company symbol, color palette, website and a new tier of elevated products designed to appeal to consumers seeking more approachable premium products, according to SodaStream.

At the heart of the company’s new positioning is the call to “Push for Better,” which is inspired by the action of pushing the SodaStream sparkling water maker button. Push for Better is showcased in the brand’s new visual identity.

“SodaStream is on a mission to empower people to make better choices for themselves, and for the planet. At the heart of our repositioning is the realization that every action has a much bigger reaction. Everything we do is a call to Push for Better,” said Karin Schifter-Maor, global CMO of SodaStream. “Our consumer-centric strategy, combined with our digital transformation, enables us to evolve with our customers and provide them with relevant value that support an upgraded lifestyle. Together we Push for Better.”

The fresh visual language includes a new symbol of two interlocking water droplets in a yin-and-yang formation to depict balance and harmony while resembling the planet and forming the signature letter “S” for SodaStream. To showcase the brand’s dedication to doing better for the planet, the new color palette is inspired by nature: Fresh Blue, Deep Blue and Sand, references to the purity and freshness of water and the brightness of sand, according to the company.

SodaStream has also announced the “SodaStream Collection,” a  premium product tier that offers elevated experiences through innovation, quality and design. The Collection range will include SodaStream’s new sparkling water makers, the Art and the Duo, (which are currently available in markets outside of the U.S.) and future innovations by renowned designers.

Starting the week of September 12, SodaStream’s new visual identity will be 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 of the company’s global markets.

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