Coca-Cola and Turner Duckworth come together to rebrand Sprite’s ‘Heat Happens’ summer campaign.

As part of the summer promotional campaign, Sprite gets a revamp in design, featuring an updated visual identity with a new layout and a contemporary logo. Through a collaboration of Coca-Cola's in-house design team and the combined efforts of Turner Duckworth, they created a unified global identity for Sprite.

The design was created keeping in mind the current 'Gen Z’ consumers. Minimalism, modernity, and simplicity are the driving elements of the design. The dual-coloured logos bring emphasis to the variants, with regular versions remaining green and white, while Sprite Zero sugar, ‘Sprite’ written in black, making it bold and simple.

They’ve taken the packaging a step further by removing the green tint and replacing it with a clear plastic bottle to promote easier cleaning and effective recycling measures. To use the campaign to promote recycling, these details have been increased to grab the attention of the consumers.

Sprite has said goodbye to the green bottles as part of Coca-Cola’s move towards a more eco-friendly approach. To stay relevant and in line with the product's identity, the designers have maintained identifiable brand features, such as the colour codes and the overall identity.

When it came to the rebranding of Sprite, it was all about adding a bit of spark. The past message that Sprite sent across did portray freshness, but elements such as the font, colours, and the lemon wedge were overpowering. The message was often lost. But, with the new simplified approach Sprite’s elements are portrayed with elegance and style.

The design launch was a success in China, and with the positive feedback, a full-fledged campaign began. The modifications to the brand brought about a sense of novel freshness and a current feeling. In a way, it brings back the enigma of the brand.

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