For its 2025 campaign, Sprite partnered with C-pop star 檀健次(Tan Jianci）as its global brand ambassador. To strengthen its connection with China’s young consumers, Labbrand was entrusted to create a limited-edition packaging series that would turn every can into a collectible. The goal is to drive engagement, encourage repeat purchases, and ultimately reinforce Sprite’s bold, refreshing identity.
To inspire a more meaningful brand experience through fan culture, Labbrand developed a visual system centered around the concept of “ICON UNPLUGGED”. The idea celebrates the multi-faceted artist while giving young consumers a platform to express their own individuality.
Four close-up poses were chosen to represent different dimensions of his characters, romantic, edgy, bold, and playful, creating a collection that feels fresh and iconic.
The designs also incorporate fan-recognized symbols, from the bonfire and the number 320 to Tan Jianci’s signature hand gestures. These subtle cultural cues transformed each can into more than packaging. They became a shared language between the artist, the brand, and his fans, deepening emotional connection while strengthening Sprite’s cultural relevance.
Beyond packaging, the visual identity extended seamlessly across campaign key visuals, offline experiences, and social activations, creating an immersive brand experience that invited consumers to participate, share, and celebrate the spirit of music together.
Following the launch, the Sprite x Tan Jianci limited-edition packaging quickly generated strong engagement across social media. The campaign also inspired a wave of official merchandise and fan-created content, extending the packaging beyond the product itself into a cultural collectible.
By combining strategic insight with culturally relevant design, Labbrand transformed packaging into a meaningful brand experience. The collaboration demonstrated how design serves as a critical interface for brand strategy, connecting people, brands, and culture to create lasting brand value.
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