General Mills
The 90's gave us the gift of the Gushers brand, a weird and wonderful fruit snack, that was a go-to treat for many late Gen Xers and early millennials but over time the brand lost its unique visual identity that captured consumers in the first place. Sensing that Gushers needed a burst of fresh relevance, General Mills enlisted Pearlfisher to help evolve the brand to reflect the values of teens today, while staying true to what made Gushers a one-of-a-kind snack.
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In a world where teens are still discovering their independence, managing new responsibilities and finding themselves, it’s imperative that the revitalized design not only speak to the overarching teen experience, but that the brand is able to uniquely resonate with each specific age group in unique ways.
The solution was to create a new design that features bold and vibrant branding, to celebrate this burgeoning generation. By exciting teens’ imaginations, we’re able to offer them a friendly reminder that the world is a delicious domain that’s theirs to shape — a sweet ticket, a right of passage, an endless opportunity to have carefree moments, let loose, and enjoy a bit of fun.
Pearlfisher’s distinctive yet flexible design system works regardless of where the brand appears. From packaging, to partnerships, to digital activations, and even seasonal expressions, the fresh relevance established by the new design allows Gushers to show up in the spaces that matter most to teens. Surprising and fun, Pearlfisher and General Mills bring new life and energy to this beloved icon with a brand world that invites teens to snack their way.
