Revamping the explosion-inspired joy of a childhood classic

Gushers was a beloved '90s snack, but over time lost its unique identity. General Mills needed to bring fresh relevance to the brand to reflect the values of today’s teens while preserving what makes it one of a kind.

Gushers needed to transform its dated visual identity without losing the equity built over decades. The rebrand needed to address several key challenges: stand out in an increasingly competitive snack category dominated by both legacy brands and disruptive newcomers, appeal to a new generation of consumers while leveraging nostalgia from original fans, and create a visual platform that could extend beyond traditional retail spaces into digital and experiential territories where today's teens engage.

Pearlfisher created a bold, dynamic visual system that captured the explosive, transformative nature of the Gushers experience. The redesign centered around a vibrant "splash" visual language that represents the burst of flavor inside each piece. This fluid, energetic design system was complemented by a contemporary typography treatment that maintains the playful character of the brand while feeling relevant to today's visual culture. The color palette was amplified to create maximum shelf impact while clearly differentiating flavor varieties. Most importantly, the new visual system was designed for flexibility across platforms—from packaging and in-store displays to social media content and potential collaborations with entertainment and fashion brands that resonate with the target audience.

The Gushers rebrand successfully repositioned this heritage brand for contemporary relevance, resulting in significant category gains. Our innovative approach to brand building resulted in a suite of tools that will allow the brand to stand out in a crowded market. With this new brand world, Gushers was able to engage in all modern brand-building spaces, creating rich and immersive experiences that capture demand beyond just product and packaging.