SPRITE is one of China’s leading brands. To further enhance the connection and relevance with a new generation of consumers today, Labbrand was invited to conceptualize and support the brand rejuvenation for China. The strategic objectives are aimed at bringing SPRITE to life, de-aging an aging brand through beverage packaging design of SPRITE with its core label experience.

Challenge

Over the years, the brand has not changed and has started to appear weary and “dated” to current and would-be future audiences. It is a critical time for SPRITE to make a refreshing splash and impact the category.

Solution

Design Strategy

The SPRITE packaging design strategy by Labbrand was to identify which of the elements from the original SPRITE visual identity system were best to be leveraged and what was to be further explored.

We explored the Sparkline as a graphic tool for creating dynamic and versatile compositions, used typography design to emphasize the brand’s truth and product variations, and leveraged the color of the bottle to amplify refreshment cues, by means of contrast or integration with the label design.

Creativity & Innovation

To keep the irreplaceable feeling of the natural, crisp flavor of SPRITE when drinking it right after a thirst, the instant moment of liberation and a sudden hit of refreshment is expressed through utilizing visually refreshing and liberating cues (Lemon/Lime, sparkling bubbles, splashes, ice, etc.) that emphasize SPRITE’s Vision and very well reflects the edgy, authentically cool and yet polished personality of SPRITE’s brand identity.

Brand Portfolio Visual Architecture

Following the signature creation, Labbrand was tasked to develop the packaging design for two product categories proposed by the Brand team:

SHAPE represents the core Sprite products (Core + Zero) plus any future flavor variants; thus, the visual architecture for the Shape line must be unified globally to secure brand equity.

EXPAND is a category that ”expands” from the core offerings.
This includes Sprite Fiber+, Sprite Juice, and any future products containing additional ingredients/benefits. Therefore, there is an opportunity to deviate from Shape category’s visual architecture.

The key objective was to express a unique design for each Expand product that still encapsulates Sprite’s brand edge of “cool, sudden refreshments”.

Results

The new signature design successfully allows maximum flexibility for future variant extensions. Iconography communicating each flavor variant can be introduced and displayed as a clear message to consumers, with foresight into the adoption of a one-brand strategy. 

With the establishment of this new beverage packaging design, the brand creates a renewed connection with the Chinese younger generation in the modern context and thus rejuvenates its brand image while still keeping its brand integrity.