An Unexpected Brand Experience
Milan is synonymous with high design. A mere mention of the iconic Italian city instantly conjures up visions of haute couture from the most revered names in fashion. But a lot of the ooh’s and ahh’s from Milan’s Design Week came not from gowns and glitter, but from the clean lines and minimalist-chic aesthetic of PepsiCo’s new soda fountain.
Second to the market, after Coke’s Freestyle, but arguably first in class, this wonderfully designed machine elevates the soda fountain from a mere commodity. And that’s because PepsiCo boldly decided it’s not just about dispensing a flavored beverage into a cup anymore – there’s a larger brand narrative to be told. And to communicate this bigger, richer experience, PepsiCo invested in design, engineering, and an innovative name developed in partnership with Lexicon: Spire.
PepsiCo was intent on differentiating their offering from the clunky Freestyle machine. That’s why it opted for an elegant and modern look; a clever, intuitive user interface; and mixing intelligence – vetted by food scientists – that can deliver 1,000 flavor combinations (compared to Coke’s 140). That’s also why they opted for an unexpected and brazen brand name.
Getting the Brand Right
Mauro Procini, the Chief Design Officer behind this project, put it best: “Good design is when you’re able to surprise people.” The same can be said for branding. When tech companies were using alphanumerics to talk about microprocessors, Lexicon helped Intel develop the new ingredient-technology brand, Pentium. When car manufacturers were looking to the American West to communicate ruggedness in SUVs, the Sausalito-based specialists named the Outback for Subaru, a locale far from the States. And when music-streaming services were going for playful, coined solutions, the branding strategists delivered the elegant real word, Tidal.
So when PepsiCo approached Lexicon, the goal was not only to outperform Freestyle, it was also to help communicate the newness of the fountain machine. Looking at its distinct visual and functional attributes– from its stately form to its ability to turn consumers into soda mixologists –the creative teams at Lexicon converged on a name that was equal parts well-composed, lean, and transformative. Spire is a real word with Old English origins that refers to the top of a tower – and also a word that seemingly doesn’t belong in the food and beverage category.
Instead of locking the machine into one experience – à la Freestyle – this expansive name allows for the consumer to imagine what the experience could be. Consumers in Lexicon’s proprietary naming research made the more obvious connection between the long, lean design of the fountain and that of a tower. But they also made connections to inspire, which is perfectly fitting since this device is all about putting your imagination to work and creating a beverage that is distinctly yours. They even made connections to liquid-related terms like spew, spout, and splash. The phonetics of the name also resonated with the target audience; the alive, highly energetic consonants signaled a fun, engaging machine.
After this research, which illuminated the richness of the name, both parties concluded that Spire could deliver on this grander brand experience. Said another way, it was a name that supports “a meaningful, relevant story for consumers,” which was the guiding design principle behind this whole initiative.
—Will Leben and Michael Quinn