Sprite Global Brand Renewal: We'll cut back on everything we can.

Sprites are rebranded. As part of our new global summer promotion campaign 'Heat Happens', we unveiled a new logo and packaging. Coca-Cola's in-house design team Turner DUckworthcollaborated.

With the typeface itself as the main character, it was designed to occupy most of the package. Dynamically refined fonts that fit the flow of the eye are impressive. The line leading to rit gives the feeling of riding a skateboard. S, p, e conveys a sense of speed as if flying in a font with multiple columns.

The yellow color was kept while emphasizing the green color, and the original star shape was moved elsewhere. It seems to have conveyed the feeling of 'subtracting' something for zero waist while refraining from using colors to suit the trend. It's a pity that the lemon lime's yellow color has become so little that it's hard to associate the taste with it. It is said that it will be applied to the brand from 2023.

Sources and more

• Image: Coca-Cola
• agency: Turner Duckworth