Food, Beverage and Culinary Arts Design Stubborn Craft Fountain Beverage Dispenser by PepsiCo Design & Innovation This fountain is designed specifically for Stubborn Soda. Stubborn Soda is about doing things the right way, even if it is the hard way – because it tastes better. The brand values translate consistently into the Visual Design Language, colors, materials and finishes. The main focus point in the consumer journey is the pouring area with visible branding. The unique pull—tab handles convey a unique craft soda pouring experience.