Signals

Global – Carbonated soft drink Sprite has launched It’s That Fresh, a new global platform rolling out across 180 markets that unites refreshed visual and sonic identities with deeper cultural relevance. Developed with creative agency forpeople, the new identity re-introduces the iconic Lymon symbol alongside a dynamic liquid motion and an energetic green and white palette, expressing Sprite’s intense lemon-lime flavour.

Beyond visuals, the Sprite Sound, created with Grammy award-winning producer Mustard, gives the brand a consistent audio identity, amplified through original music by UK rapper LeoStayTrill and a customised Sprite Ableton Move instrument. The platform reinforces Sprite’s deep roots in street culture, music, basketball, fashion and spicy food, partnering with brands including Takis, Tabasco and McDonald’s to turn trending flavours into multi-sensory experiences.

We began tracking the rise of branded Sonic Identities in 2019, as brands began recognising the benefits of creating sound identities to ensure a more holistic, 360-degree brand experience. Years later, multi-sensory brand identities are more important than ever as consumers face infobesity and brand fatigue. As a result, sound has become a key differentiator for future-forward brands – as explored in our Designing Silence report.