sprite’s healthier, lighter
and more sophisticated
big sister

Identity . Visual Language . Brand Strategy . Advertising . Retail . Packaging

Proposed concepts for the Sprite Zero brand extension, with a visual language based on the recent Sprite rebrand, but tweaked to better reflect the more gently flavored, sugar, carbohydrate and calorie-free drink. With less of a defined cultural presence than Sprite, the visual language focused primarily on taste, though maintained elements of the ‘cut-and-paste’ strategy of the masterbrand.

 

CONCEPT 1

zero2 zero3

 

 

CONCEPT 2

zero4 zero5

 

 

CONCEPT 3

zero6 zero7

 

 

CONCEPT 4

zero8 zero9

  • Agency Partner: Ogilvy & Mather, Brand Integration Group, New York
  • Executive Creative Director: Brian Collins
  • Creative Director: Weston Bingham
  • Strategists: Laurie Cohen, Judd Harner
  • Designers: Weston Bingham, Maja Blazejewska, Iwona Waluk