Pure Storage Rebrands as Everpure While Cisco Innovates Hardware Design

Technology companies continually evolve their identities and products, but this week brought particularly notable shifts from two industry leaders. Pure Storage has undergone a comprehensive rebrand to become "Everpure," while Cisco unveiled an ingeniously engineered enclosure for its collaboration hardware – drawing unexpected inspiration from camping gear and desert landscapes.

The Everpure Evolution

Effective immediately, Pure Storage will operate as Everpure. The company states this change reflects its transition "from redefining storage to rethinking data management" and symbolizes a "commitment to transform storage that is static and rigid into a system that's living, resilient, and built to grow."

CEO Charlie Giancarlo positioned the rebrand as aligning with their Evergreen architecture philosophy: "Our new identity represents our evolution... Like our Evergreen technology, we are non-disruptively upgrading our brand for the future." However, the transition isn't entirely seamless – customers will encounter new email domains (@everpure.com) and fully rebranded hardware.

The name raises immediate recognition challenges. Everpure is already trademarked by an Australian water purification company, potentially creating marketplace confusion. Visually, Everpure's logo retains strong resemblance to Pure Storage's previous branding, avoiding radical design changes that often accompany such transitions.

Cisco's Sustainable Hardware Innovation

Meanwhile, Cisco reimagined physical hardware design for its Room Kit Pro G2 meeting room system. Unlike data center equipment where form follows function, meeting room devices require aesthetic consideration alongside performance. Cisco's design team tackled this by studying structural efficiency in unexpected places: titanium camping spoons and automotive sheet metal.

Gavin Ivester, Cisco's VP of Design (formerly of Apple and Gibson Guitar), explained the approach: "By introducing subtle, dune-like ridges into the top surface of the chassis, we halved the wall thickness while passing all strength and safety tests." This biomimetic design achieves:

• 50% reduction in material thickness
• Elimination of plastic faceplates
• Simplified assembly (two main pieces instead of four)
• 1kg weight reduction per unit

Ivester quantified the environmental impact: "We've eliminated the mass equivalent of 16 vintage Volkswagen Beetles from our supply chain" – a rare instance of tangible sustainability metrics in hardware production.

Implications for Users

For Everpure customers, the rebrand signals expanded ambitions beyond storage hardware toward comprehensive data management platforms. The company's emphasis on "non-disruptive" evolution suggests existing subscriptions and architectures will transition smoothly, though the renamed entity must now establish its differentiated identity against both storage rivals and a water purification namesake.

Cisco's design breakthrough demonstrates how engineering principles can simultaneously enhance aesthetics, durability, and sustainability. The 1kg-per-unit reduction represents meaningful progress toward circular economy principles in enterprise hardware – a model other manufacturers could emulate for meeting room equipment where visual design matters.

Both initiatives reflect technology vendors' growing recognition that evolution extends beyond software and silicon. Brand identity and physical design increasingly shape how enterprises interact with technology ecosystems, with tangible impacts on user experience and environmental footprints.