SPRITECORE
-
LATAM
SUMMER

Client: Sprite (Coca-Cola Company)
Year: 2025
Role: Art director

SpriteCore: The New Visual Identity of Refreshment

In 2024, Studio X took on a bold challenge: Make Sprite the king of summer!

To deliver the greenest Sprite Summer in LATAM, we embraced the Gen Z language, refreshed our visuals, and made it a priority to showcase local talent, people Gen Z can truly see themselves in.

And that’s how SpriteCore was born: a new visual identity focused on Gen Z’s with effortless cool and playful confidence.

We captured the essence of heat, refreshment, and summer energy like never before. Every shot, every drop, every moment was crafted to bring Sprite’s refreshment to life in a way that feels real to Gen Z.

What shaped our creative direction?

• Absurd Refreshment Moments: Sprite at its coldest, boldest, and most unexpected.
• Authentic Summer Vibes:  Real locations, real energy, real sweat.
• Gen Z Expression: A mix of playfulness, confidence, and effortless cool.

The key to success? We worked closely with Gen Z, studied their behavior, and never tried to caricature their way of expressing themselves. Instead, we created a visual language that feels true to them. because it was built with them.