First introduced in 1961, The Coca-Cola Company’s refreshing lemon-and-lime flavored drink, called Sprite, quickly gained popularity. Today, the brand ranks second in sales and has rebranded to increase its market presence. The new visualization not only became timely but also reflected the close connection between the brand’s history and its commitment to continuous improvement. First introduced in 1959 as Fanta Klare Zitrone by the German department of Coca-Cola Deutschland, it became a strong competitor for 7 Up products. The product has increased sales in 190 countries in just a few years. To avoid stopping there, the brand launched a global advertising campaign, Heat Happens, in which it updated its identity and packaging system.
The main objective of the change was to create a common identity for products sold worldwide. At the same time, recognition was ensured by maintaining the usual branded visual elements, including green and yellow colors. The sign has acquired a laconic appearance. Many additional visual elements have been removed. The text module gained “freedom” by losing its bounding box. The redesigned typeface added strength and youthfulness to the emblem, which was needed to appeal to young Gen Z consumers. It’s increased in size and gained in appeal, thanks to the use of “rit,” which creates a beautiful, continuous curve. The composition’s elegance is emphasized by its even horizontal or vertical placement for narrow jars. Despite the graphics’ complexity, its new presentation does not allow it to lose existing consumers, opening up wide opportunities to attract new ones.
Clearer, brighter graphics have gained their impact, positively affecting the viewer. This is facilitated by the new Spark font, which is simple and somewhat cheerful, and flexible, making it easy to read on rounded surfaces. With its help, recognition is formed while maintaining familiar outlines and shapes for the consumer. Adding a spark makes a spectacular visual expression of the savory taste, making the drink so popular.
The visual evolution streamlined the entire system, ensuring harmony between logo, label, and packaging images. An important sequence of perception and impact was achieved, and the required emphasis was created, thanks to the creation of visual focus on the necessary elements.