Refresh: The Sprite Rebrand: Refreshing Look & Feel (2024)

I was recently in a client meeting when something really stood out. I'm about to present some latest creative work for a brand identity project; a rebrand for a new client and in-front of me, on the table was selection of drinks; Water, Pepsi, Pellegrino, Dash and the full works.

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I’m not a huge fan of fizzy pop, soda or what ever you want to call them; but my go-to would be a Pepsi Max. However, the new packaging design for Sprite Zero really stood out and got my attention.

Wow- it's bold, it's black, typography stands out & stylised green wave gave the drink a more modern, bold & next gen look.

Now let's take a step back; Coca-Cola announced a rebrand for its popular Sprite soft drink back in 2022. The redesign, which was created by Turner Duckworth (leading agency that have worked with Sprite in the past- it's a no brainer to get them to lead the way working closely with Coca Cola's in-house team), is intended to bring the brand into the modern era while still staying true to its core identity.

Rapha Abreu, Global VP, Design:

"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."

Sprite had to step up their game- In order to stay relevant, Sprite needed to update its look.

We know it as a classic brand, and its iconic green logo has been around for decades. Let's take a look at the evolution of the Sprite Logo Identity over the years.

1964 - 1974 gives me Christmas Vibes :-)

The NEW Sprite Logo

The new logo identity is more streamlined, with a simplified word-mark and a green spark element that has been moved to the bottle cap. The overall visual image is a more modern and minimalist look that is still instantly recognisable as Sprite. Some may say, not quite a drastic change when we look at the brand logo on it's own, however enough of a change and refresh to take the identity to the next level.

The new logo identity also features a bold and stylish typeface that is sure to appeal to a younger audience. The overall visual language of the new branding is clean and minimalist, and also visually appealing and engaging.

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Packaging

The new packaging is also more sustainable, with clear plastic bottles that are easier to recycle. The black and bold design for Sprite Zero is both modern and stylish, and it stands out on the shelves.

The new packaging features a clean and minimalist design that is both modern and visually appealing. The overall visual language of the new packaging is consistent with the new logo identity, and it helps to create a cohesive and visually appealing brand experience.

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Colours & Typography

The new Sprite branding uses a limited colour palette of green, black, and white. The green is a refreshing and vibrant colour that is associated with the brand's name. The black is a modern and sophisticated colour that is used to create a sense of contrast. The white is a clean and simple colour that is used to make the branding more visually appealing.

The new Sprite branding also uses a bold and playful typeface. The typeface is called "Work Sans" and it was created by the type foundry Klim Type Foundry. Known for its clean lines and geometric shapes. It's versatile!

Looking forward to seeing more of their creative work in the near future; however what a great start; impactful & bold!

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My thoughts, my overall overall opinion about the Sprite rebrand.

Overall, I think the new Sprite branding is refreshing.

  • The design team did a great job of updating the brand without losing its core identity.
  • The new logo identity is more modern and minimalist, but it is still instantly recognisable as Sprite.
  • The new packaging is also more sustainable, which is a positive step.

I'm particularly impressed with the new Sprite Zero packaging. The black and bold design is both modern and stylish, and it stands out on the shelves and certainly on the tables in a conference room when I'm about to present brand creative work to a client.

I think this packaging will appeal to a younger audience - sustainability is certainly embedded in the Sprite DNA and they want to talk to an audience that cares about sustainability.

Overall, I think the new Sprite branding is well-executed.

Over to you- What are your thoughts on the re-brand?

Let me know in the comments.

AVY Pruthi: a creative with a passion for all things design & brand.

Want to find out more about the Sprite brand - take a gander at the links below.

Images: Thanks to Coca-Cola

Refresh: The Sprite Rebrand: Refreshing Look & Feel (2024)

FAQs

Why did they rebrand Sprite? ›

The redesign needed to make things clear

Coca-Cola needed a long-lasting design system that would streamline its global brand and marketing. The design system needed to be more functionally efficient, reduce design waste and have a more eco-friendly approach.

Why is Sprite so refreshing? ›

Sprite is a refreshing and bubbly soda that never fails to quench my thirst. With its unmistakable lemon-lime flavor, it provides a crisp and tangy taste that is both invigorating and satisfying. The carbonation adds a delightful fizz, making each sip a delightful experience.

What is Sprite's brand personality? ›

Brand Character

Young, authentic, no-nonsense, creative, urban, edgy.

What did they change in Sprite? ›

Along with the new clear bottles, Coca-Cola has announced that Sprite's entire visual identity will get a revamp "to provide a consistent look and voice around the world." The brand's graphics will keep its green color, but will now feature more prominent "Recycle Me" messaging to help hammer home the change in bottle ...

Why is Starry replacing Sprite? ›

According to PepsiCo, Starry was developed in response to growing national demand for lemon-lime soda, and as a fresh attempt to compete with Sprite, the Coca-Cola Company-owned brand that has long led the category.

Why is Sierra Mist Starry? ›

Starry is a lemon-lime soft drink distributed by PepsiCo. Distribution began in January 2023. The brand is aimed at competing against Sprite and 7 Up. In January 2023, Starry replaced Sierra Mist as Pepsi's lemon-lime flavored drink, in part because Sierra Mist failed to gain market share in the growing category.

What is a Sprite personality? ›

Sprites are a race of tiny fey related to pixies, known for their pranks, merriment and dancing. They are perhaps the most iconic of the fey creatures. Personality: Sprites are mischievous, graceful and whimsical. They love dancing by moonlight in fairy-rings, having various contests and games, and practical jokes.

Who is the target audience of Sprite? ›

Target Demographic

Sprite targets younger consumers, especially teenagers and young adults, known for valuing authenticity, individuality, and cultural relevance. They are active on digital platforms, making social media and influencer marketing crucial for reaching this audience.

What is the slogan for Sprite? ›

In the world of advertising, few slogans have had the staying power and cultural impact of Sprite's "Obey Your Thirst." With its mix of irreverence, independence, and wit, the iconic phrase not only propelled the lemon-lime soft drink to new heights of popularity but also left an indelible mark on popular culture.

Why is Sprite not green anymore? ›

Sprite ditches green bottles to boost recycling, but critics say it's not enough For decades, the lemon-lime drink has come in green bottles — but clear plastic is more easily recycled, the company says. Environmentalists say the issue is not the color but the single-use plastic.

What did Sprite used to be called? ›

The lemon-lime drink known today as Sprite was developed in West Germany in 1959 as Fanta Klare Zitrone ("Fanta Clear Lemon" in English) and was introduced in the United States under the Sprite name in 1961 as a competitor to 7 Up.

Why is Sprite so famous? ›

The Sprite saga began in the year 1961 when The Coca-Cola Company introduced the drink in an attempt to make a mark in the lemon-lime realm of soft drinks. Stepping into the market with a clear mission, Sprite was ready to pique the interest of those looking for something refreshingly different.

Why did Sprite Remix fail? ›

Once the initial mania subsided, the fundamentals underlying Remix's popularity proved rather shallow. Without sustained marketing support and continued product innovation, Sprite Remix struggled to retain relevance as consumers moved on to the next fad drink.

Why did Sprite change their bottle landfill? ›

Their world-famous Sprite plastic bottle went from its signature colour of green to a now clear one with a good reason: to improve their product's recycling.

Why is it no longer Sierra Mist? ›

But as shifting consumer tastes steered the beverage industry toward healthier drink options, and as PepsiCo itself focused innovation efforts on categories like sparkling water instead of struggling legacy brands, Sierra Mist's modest but loyal customer base proved insufficient to prevent its sunset.

Why did 7up change their logo? ›

Inspired by the citrusy soda's feel-good vibes, we wanted to create a new look and feel that captured the brand's effervescent essence in a changing world. The result: The first 7UP redesign in over seven years.

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