Case Study: General Mills refreshes Gushers for teen relevance with Pearlfisher brand design

General Mills revamps Gushers for contemporary relevance with Pearlfisher, driving significant category gains

General Mills faced the challenge of revitalizing its Gushers snack brand, which had lost its unique identity over time. The company needed to make the brand relevant to a new generation of teens while preserving its nostalgic legacy and standing out in a competitive market. To address this, General Mills partnered with the design agency Pearlfisher.

Pearlfisher created a bold, dynamic visual system for Gushers centered around a vibrant "splash" motif to represent the burst of flavor. This flexible design was applied across packaging and digital platforms to appeal to modern consumers. The solution implemented by Pearlfisher successfully repositioned the heritage brand, resulting in significant category gains for General Mills and equipping Gushers to engage in modern brand-building spaces.

General Mills