Youthful refreshment: The intrinsic properties of the brand form the basis of Sprite’s design language. “It feels like lemon-lime icicles exploding in my head,” is how one young girl describes it.

The familiar bottle finds endless local expression. Local artists, photographers and graffiti writers have helped inject immediacy and fizz into the brand.

Sprite style is a visual mash-up that participates in youth culture’s cut-and-paste approach to art, video and music. The brand’s intrinsic properties are always present, but new experiences are continuously added to the mix. Design is never static. It’s continuously refreshed.

Symbols, stories and experiences become part of the Sprite vocabulary. Like its youthful consumers, the brand thrives on experiment.

Where’s the big logo? Relevance is about speaking and acting differently in different environments.

Niche = mass. This “event” packaging, introduced at skate parks and nightclubs, was an unexpected gesture. And so successful that it became the brand’s new dress in mainstream outlets for two years.