Sodastream™ - Pure

When I2D started working with Sodastream they had reliable home soda machines but as a brand they were losing ground and failing to appeal to a more sophisticated, design-oriented audience. The challenge was to redefine the “Soda Experience” and develop a premium design to enhance brand perception and appeal to new market segments.

Strategy

I2D conducted in-depth research and observations with consumers to identify key opportunities, which formed the basis for a new strategy. The design strategy aimed to reposition Sodastream as a sophisticated beverage brand. This was achieved through distinct iconic design, clean and simple shapes, and the use of premium materials to support a more elevated experience.

Design

The design of the PURE was a process to define an icon. We started with an exploration of archetypical shapes deriving inspiration from traditional soda fountain taps. The geometric oval shape became new visual signature and the basis for the design language. The brushed stainless steel provided a sense of quality associated with refined kitchen appliances.

Sustainability

The PURE’s positioning and appeal to more sophisticated users allowed SodaStream to shift their message from cost reduction to communicating health benefits and sustainability. The home soda machine is a perfect example of a product that facilitates behavior change and enables users to transition from disposables to reusables, offering the added benefit of improved quality.

Outcome

The PURE received the Red Dot award and allowed SodaStream to successfully reposition the brand. Within a few years, the company expanded from a $10 million to a $3.4 billion-dollar company.

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+972-50-8680585

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