SodaStream's rebrand turned the machine's push into a sustainability promise

SodaStream, acquired by PepsiCo around four years earlier, had become ingrained in home routines during the pandemic. Consumers increasingly chose it to cut plastic-bottle waste and cared about product design, while parent PepsiCo put the brand at the centre of its pep+ sustainability push targeting more than 200 billion plastic bottles cut by 2030.

A new identity designed with Pearlfisher: a logo of two interlocking droplets in yin-yang formation, the slogan 'Push for Better', a palette of Fresh Blue, Deep Blue and Sand evoking the purity of water and the brightness of sand, and ripple-effect graphics extending to packaging. The brand also launched the upscale SodaStream collection — the new Art and Duo models, with more premium devices to come — ahead of a campaign planned for early the following year.

The source records no sales figures; the rebrand aligned the product's physical push with the sustainability story — every button press symbolises a positive change for a healthier life and planet — and positioned SodaStream as pep+'s flagship consumer habit.

In September 2022, SodaStream unveiled a rebrand built around its own product mechanic: the push. PepsiCo's at-home seltzer maker got a new logo of two interlocking water droplets arranged in a yin-and-yang formation, the slogan 'Push for Better' — alluding to pressing the machine's button — and a ripple-effect motif that global CMO Karin Schifter-Maor described as the idea that every action has a much bigger reaction.

The overhaul answered shifts the company saw in consumer behaviour: customers increasingly cared about the design of the product and about using it to cut the carbon footprint of plastic bottles, and home had 'a much bigger meaning' after lockdowns made SodaStream part of daily routines. The palette — Fresh Blue, Deep Blue and Sand — was chosen to conjure the purity and freshness of water; design agency Pearlfisher consulted on the redesign.

The corporate strategy is explicit: PepsiCo rolled out its pep+ (PepsiCo Positive) platform in late 2021 with SodaStream at the centre, planning to scale machine sales to help cut more than 200 billion plastic bottles by 2030. The brand also extended upmarket with the SodaStream collection of Art and Duo devices, with packaging to follow and a campaign planned for early the next year.

The identity literalises the product's interaction: pressing the button becomes the metaphor for personal sustainability.

It rides two converging trends — home as a hub after lockdowns and plastic-bottle guilt — based on in-house insights and data.

PepsiCo's pep+ gave the redesign corporate weight: SodaStream machines are the lever for a 200-billion-bottle reduction by 2030.

When your product has a built-in ritual gesture — a push, a snap, a click — naming the identity after that gesture turns daily use into a brand promise.

The new look rolled out to packaging, with the SodaStream collection (Art, Duo) extending the brand upmarket and a consumer campaign planned for early the following year.