Sprite Didn’t Just Refresh Its Look—It Redefined Brand Presence.
Changing a brand’s visual identity is a gamble. Get it right, and you elevate recognition, desirability, and sales. Get it wrong, and you’re Tropicana—forced to backtrack after tanking your own product. Sprite wasn’t willing to roll the dice. They needed a global visual identity that wasn’t just “new” but undeniably effective. So they partnered with Hotspex to ensure that every design decision was built for real-world impact.
The Challenge: From Fragmented to Unmistakable.
Sprite, a key player in The Coca-Cola Company’s (TCCC) portfolio, had a major problem: Inconsistent branding across different markets. Disjointed consumer perceptions. Lost opportunities for a singular, dominant presence. The mission? Unify Sprite’s look globally without losing its edge. But here’s the catch—changing packaging is risky. Get it wrong, and consumers turn on you. Get it right, and you supercharge brand power.
The Strategy: Designing for Distinctive Desirability.
Sprite’s new look needed to be more than eye-catching—it had to drive real-world purchase behavior.
Hotspex built the framework for success, testing across three critical dimensions:
STOPABILITY – Does it demand attention?
SHOPABILITY – Does it guide consumer choice effortlessly?
OWNABILITY – Does it reinforce Sprite’s brand identity at every touchpoint? We didn’t just tweak colors and fonts. We engineered a design strategy.
The Process: A Data-Driven Approach to Winning the Shelf
Step 1: Global Benchmarking. Multi-country analysis of how Sprite performed across different markets. Identified design elements to keep, evolve, or eliminate.
Step 2: Hotspex Brand World Research. Built a decision-making framework aligned with mental, physical, and digital availability. Defined what assets drive instant brand recognition.
Step 3: Transactional Learning Experiments. Tested multiple designs against real consumer behavior. Optimized for maximum in-market impact before rolling out globally. No redesign went live without proof it would work.
The Results? Sprite Went from Strong to Unstoppable.
2022 was Sprite’s biggest year ever. 34 million new households bought Sprite in 2022 vs. the year prior. Fastest-growing FMCG brand globally (Kantar ‘Brand Footprint’ 2023). A singular brand identity, driving category dominance. Sprite didn’t just update its look—it secured its future.
The Takeaway: Design Isn’t Just Aesthetic—It’s Strategy.
Most brands redesign based on gut feelings. Sprite did it based on data. They didn’t just refresh their identity—they reinforced their dominance. They didn’t just follow trends—they built an iconic look with lasting power. They didn’t just create new packaging—they engineered a brand experience.
If your visual identity isn’t actively driving growth, it’s just decoration.
At Hotspex, we turn design decisions into business wins. Let’s talk.
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