Cisco turns to titanium spoons and sand dunes to build a better …
Cisco has unveiled a redesigned Room Kit Pro G2, integrating aesthetic and structural enhancements inspired by titanium spoons and sand dunes, reducing material use and increasing durability. Meanwhile, Pure Storage has rebranded to Everpure, signaling a strategic pivot towards broader data management, though the new name shares a moniker with an Australian purified water company.
Cisco turns to titanium spoons and sand dunes to build a better … box?
Two prominent tech companies, Cisco and the newly rebranded Everpure (formerly Pure Storage), have recently unveiled significant shifts in their brand and product design strategies, offering a glimpse into evolving industry priorities.
Key takeaways
- Cisco has reimagined the physical design of its Room Kit Pro G2 appliance, drawing inspiration from titanium camping spoons and sand dunes.
- The redesign focuses on enhanced aesthetics, durability, and a reduction in material use, resulting in a lighter, sturdier, all-metal enclosure.
- Pure Storage has undergone a rebrand, changing its name to Everpure, to signify an evolution beyond traditional storage into broader data management.
- The Everpure rebrand aims to convey a commitment to "living, resilient, and built to grow" data systems, despite sharing its new name with an Australian purified water company.
- The physical re-branding of boxes and email domain changes will accompany Everpure's strategic shift.
What happened
Cisco has announced a significant redesign for its Room Kit Pro G2, a device integral to meeting room connectivity. The new physical enclosure prioritizes both visual appeal and structural integrity, moving away from typical datacenter aesthetics. This effort was led by Cisco's VP for design, Gavin Ivester.
Concurrently, Pure Storage officially rebranded itself as "Everpure." This move marks a strategic shift for the company, which has historically focused on scalable storage solutions. The rebrand aims to align the company's identity with a broader vision of data management.
Why it matters
Cisco's design innovation for the Room Kit Pro G2 signals a growing emphasis on industrial design even for enterprise-grade hardware that is visible to end-users. By using less material and creating a more robust product, Cisco also highlights a focus on sustainable design and efficiency within its supply chain.
For Everpure, the rebrand is a strategic declaration of intent to expand its market presence beyond its traditional storage offerings. CEO Charlie Giancarlo explicitly states this shift is about "rethinking data management" and helping customers "unleash the power of data." The adoption of a new name, despite potential brand confusion with an existing company, underscores the ambition behind this repositioning.
Key details / context
Cisco's design team, spearheaded by Gavin Ivester (who has a notable background, including designing the first Apple PowerBook and serving as Gibson Guitar’s chief creative officer), sought inspiration from unexpected sources. Titanium camping spoons and car bodies, known for their stamped sheet metal shapes that increase stiffness, informed the new design. By incorporating "subtle, dune-like ridges" into the top surface of the chassis, Cisco was able to halve the wall thickness of the main enclosure. This resulted in a lighter, ultra-sturdy, all-metal box, constructed from just two main pieces instead of four, and free of plastic faceplates. The redesign successfully passed all strength and safety tests, saving one kilogram of metal per unit and eliminating the mass equivalent of 16 vintage Volkswagen Beetles from Cisco's supply chain.
Everpure's rebranding, while described by CEO Charlie Giancarlo as a "non-disruptive upgrading of our brand," will necessitate changes to the company's email domain and the physical re-branding of all its hardware boxes. The new name, Everpure, is intended to represent a commitment to transforming static storage into a "living, resilient, and built to grow" system. The company's new logo, however, shows minimal divergence from Pure Storage's previous visual identity.
What happens next
Cisco is expected to integrate the new design into its Room Kit Pro G2 products, with the updated, aesthetically pleasing, and more durable hardware becoming available to customers. This design philosophy may influence future hardware development for devices meant for visible installations.
Everpure will proceed with the operational aspects of its rebrand, including updating email domains and refreshing the branding on all physical products. The market will observe how this strategic shift from "redefining storage" to "rethinking data management" translates into new product offerings, services, and market perception under the new Everpure identity.
Related articles
Pearl Cryptocurrency: Early Rush Fades Fast
Our in-depth review of Pearl (PRL), the new AI-compute cryptocurrency, reveals an innovative concept quickly overshadowed by plummeting mining profitability. What began as a potential gold rush has rapidly transformed into a cautionary tale of diminishing returns, making Pearl a highly questionable investment for anyone eyeing their next big crypto windfall.
SanDisk 8TB Desk Drive: A Stellar Deal on Essential Storage
The SanDisk 8TB Desk Drive SSD is currently an unbeatable value at over $1,000 off. Offering massive capacity, fast USB-C speeds, and a compact design, it's perfect for creative professionals, gamers, or anyone needing serious backup.
Powering Your Depths: Subnautica 2's Hydroelectric Turbine Explained
Mastering power generation in Subnautica 2 is crucial, and the Hydroelectric Turbine is your key to consistent, renewable energy. Learn where to find the necessary fragments for its blueprint, how to craft it using Titanium, Copper, and Silver, and strategically place it in underwater currents. Discover how Power Transmitters can extend your energy grid to keep your entire base powered, supporting all your vital facilities.
Osaurus Brings Local and Cloud AI Models to Your Mac
Osaurus, an open-source Mac application, has emerged to bridge the gap between local and cloud AI models, enabling users to choose their preferred AI while keeping data on their own hardware. Founded by Terence Pae, the app originated from a need to offer AI without continuous token costs, prioritizing user control and privacy. It supports numerous models and tools, offering a user-friendly interface and security through a virtual sandbox, aiming to shift AI reliance from data centers to local machines.
Armada's Portable AI Data Centers Fuel Bellevue Engineering Growth
A San Francisco-based startup, Armada, is significantly expanding its engineering footprint in Bellevue, Washington, growing its local team to approximately 120 people. The company specializes in developing rugged,
Dildos on a Snail: The Uncensored Story of Alice's 'Sexy' Demands
American McGee, developer of Alice: Madness Returns, recently shared a wild story about publisher EA's marketing team wanting the 2011 game to be "more sexy." His creative and hilarious response involved dildos and a snail, effectively shutting down the bizarre request.