For Sprite, this whole campaign is clearly a major marketing investment aimed at bringing the brand back into the public consciousness. On the aesthetic side, the brand is tapping into one of its most valuable assets\u2014the sensory experience of drinking a Sprite\u2014to bring some life back into its brand.<\/p>\n
Sprite’s a number one soft drink, but its brand didn’t pop<\/h2>\n[Photo: Sprite]<\/figcaption><\/figure>\nAccording to Oana Vlad, VP of Sprite\u2019s global brand, Sprite currently reigns as the “number one lemon-lime soft drink in the world.” Its competitors include big names like 7-Up and Starry (formerly Sierra Mist), as well as a more recent wave of pre- and probiotic soda entrants (see Poppi, Olipop, and Slice‘s take on lemon-lime, for example) vying to sweep up the growing consumer base that’s turning away from traditional soda in favor of healthier “functional” beverages. But Sprite’s look didn’t necessarily reflect that number one status.<\/p>\n
Since its national launch in 1961, Sprite has had around a dozen different rebrands, more than half of which have taken place since 2002. Over time, the brand slowly whittled down its visual assets to the point that, after its most recent 2022 rebrand by Turner Duckworth, the logo simply became the word \u201cSprite,\u201d which appeared in horizontal white font on an ultra-plain green can.<\/p>\n![\"\"](\"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit,w_1024\/wp-cms-2\/2026\/03\/i-2-91510415-Design-Sprite-brand-refresh.jpg\")
Former Design [Photo: Sprite]<\/figcaption><\/figure>\nRe-enter the iconic ‘Lymon’<\/h2>\n
This simplification resulted in a brand identity that didn\u2019t say much of anything about what it\u2019s like to pop open a can of Sprite. It was time to bring some sensory details back into the beverage\u2019s branding, according to Oana Vlad, VP of Sprite\u2019s global brand.<\/p>\n![\"\"](\"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit,w_1024\/wp-cms-2\/2026\/03\/i-3-91510415-Design-Sprite-brand-refresh.jpg\")
[Photo: Sprite]<\/figcaption><\/figure>\n\u201cWhat people really love about Sprite\u2019s refreshment, that\u2019s sometimes referred to as lightning or electricity, is that crisp lemon-lime taste, the intense carbonation, and the clear liquid,\u201d Vlad says. \u201cThose three things combined make the product special. A lot of the visual identity changes are meant to make that very clear.\u201d<\/p>\n![\"\"](\"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit,w_1024\/wp-cms-2\/2026\/03\/i-5-91510415-Design-Sprite-brand-refresh.jpg\")
[Photo: Sprite]<\/figcaption><\/figure>\n
According to Oana Vlad, VP of Sprite\u2019s global brand, Sprite currently reigns as the “number one lemon-lime soft drink in the world.” Its competitors include big names like 7-Up and Starry (formerly Sierra Mist), as well as a more recent wave of pre- and probiotic soda entrants (see Poppi, Olipop, and Slice‘s take on lemon-lime, for example) vying to sweep up the growing consumer base that’s turning away from traditional soda in favor of healthier “functional” beverages. But Sprite’s look didn’t necessarily reflect that number one status.<\/p>\n
Since its national launch in 1961, Sprite has had around a dozen different rebrands, more than half of which have taken place since 2002. Over time, the brand slowly whittled down its visual assets to the point that, after its most recent 2022 rebrand by Turner Duckworth, the logo simply became the word \u201cSprite,\u201d which appeared in horizontal white font on an ultra-plain green can.<\/p>\n This simplification resulted in a brand identity that didn\u2019t say much of anything about what it\u2019s like to pop open a can of Sprite. It was time to bring some sensory details back into the beverage\u2019s branding, according to Oana Vlad, VP of Sprite\u2019s global brand.<\/p>\n \u201cWhat people really love about Sprite\u2019s refreshment, that\u2019s sometimes referred to as lightning or electricity, is that crisp lemon-lime taste, the intense carbonation, and the clear liquid,\u201d Vlad says. \u201cThose three things combined make the product special. A lot of the visual identity changes are meant to make that very clear.\u201d<\/p>\nRe-enter the iconic ‘Lymon’<\/h2>\n
![\"\"](\"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit,w_1024\/wp-cms-2\/2026\/03\/i-4-91510415-Design-Sprite-brand-refresh.jpg\"){kind=icon}
![\"\"](\"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit,w_1024\/wp-cms-2\/2026\/03\/i-6-91510415-Design-Sprite-brand-refresh.jpg\"){kind=icon}