Diverse market challenges had made Sprite’s brand and packaging inconsistent, buried under several visual equities, and often playing into category norms for refreshment/flavor cues. At the same time, the category had evolved with a proliferation of products and variants. Long an indelible part of Sprite’s product identity, the Sprite Green PET bottle was to be phased out as part of an overall sustainability transition. Much had changed; Sprite’s Visual Identity needed to as well.

Sprite needed a clear and consistent point of view – transnational in meaning, universal across touchpoints, bold and grounded in its global brand truth. The creative idea and execution needed to work across 51 markets and scale across multiple flavors and variants.

The shift to a more recyclable, clear plastic inspired the creative idea of “clarity.” It was a brief that forced some difficult decisions on which equities to focus on, and encouraged Sprite to regain its confidence as an iconic brand: a practice that resonates with an 18-25yo target market that responds to truth, not artifice.

Uncoupling the wordmark from the Spark, aligning it on a horizontal baseline, and recrafting the unique letterforms revealed how powerfully recognizable the brand is with just a few elements. The white wordmark on the green background lent itself to a simple packaging versioning system: background = flavor, and the wordmark switches to black for zero sugar. The recrafted Spark was now liberated to become a standalone

symbol, working as a secondary signoff in layouts, or as a bold shorthand for Sprite in contexts where the brand is already understood. This system dialed up product clarity in photography with high contrast lighting, and an emphasis on refraction and distortion. The final touch was to carry this iconic form into messaging through the Spark-inspired display font, Refraktiv, and through dynamic type-based animations.

Sprite Trademark globally showed strong growth on revenue and profit.

Sprite Zero Sugar showed accelerated growth, especially in key markets USA and China, and contributed significantly to global market share change for Sprite.