Sprite is the Coca-Cola Company’s second-largest brand, accounting for $20 billion in sales. As part of a new global summer promotional campaign, Heat Happens, Sprite is rolling out a rebrand featuring a new global visual identity system (VIS). The brand refresh includes a new packaging design and a new logo.
The refresh from Coca-Cola’s in-house design team and agency Turner Duckworth unifies Sprite’s visual identity worldwide. Sprite’s signature visual elements are retained, such as the green and yellow colors, but the new wordmark abandons the starburst border around “Sprite,” moving it to the bottle’s cap or introducing the flavor on cans.
The new typeface is bold and projects strength and youthfulness to appeal to Gen Z consumers, and, similar to Coca-Cola’s refresh last year, is pushed up to the upper third of the can (except for on long cans where it’s splayed out vertically). Regular versions of Sprite will continue using white logos, and zero sugar varieties sport a black logo.
Plastic PET bottles also undergo a significant change, with Sprite moving from green tint to clear plastic to make its packaging easier to clean and recycle. Additionally, the “Recycle Me” messaging is also made more prominent.
“In a world more heated than ever before, we feel the time has come to launch the first unified platform and visual identity on Sprite, to provide a consistent consumer experience around the world, introduce a new younger audience to the brand, engaging them in moments of physical or mental heat throughout their day, and offer them exciting experiences by tapping into passion points like music,” said Shrenik Dasani, global brand director of Sprite, in an announcement on the Coca-Cola Company’s website.
“The new brand identity for Sprite is sharp and clear – it cuts through the noise and conveys confidence as an iconic brand,” said Rapha Abreu, Global VP, Design. “The new identity is bold and embraces the audacity of self-expression by being dynamic, distinctive, and modern.”
Globally, the redesign will roll out over the course of this year and early 2023 depending on the market.
Images courtesy of Coca-Cola.
