Pearlfisher delivers a nostalgic yet trendy and vibrant visual identity for General Mill’s Fruit By The Foot, Gushers, and Fruit Roll-Ups

Gushers, Fruit By The Foot, and Fruit Roll-Ups get a makeover to target a younger audience with their new packaging system. General Mills, led by Hamish Campbell and Matt Sia, tasks Pearlfisher, an independent brand design agency, to deliver a contemporary rebrand that appeals to a new generation of children.

Pearlfisher’s designers felt a sense of nostalgia while working on the rebrand, recalling their own experiences with these childhood favourites. Taking a consumer-first approach, the visual rebrand paid homage to each product while adding trendy and current graphical elements. The logo on each pack draws inspiration from the old wordmark and replaces it with more crisp, clear, and sharp visuals.

To maintain a sense of familiarity, the colour palette remains consistent across all packaging. Although the visual identity required rebranding, the visual changes in terms of the colour palette remained the same to minimise the disruption. The illustration on each pack causes the brand names to pop against a vibrant background.

The overall visual identity delivered by Pearlfisher portrays a contemporary and energetic visual appeal crafted to capture the attention of today’s kids while maintaining consistency. The rebrand is distinct and aesthetically pleasing, with a wordmark that is revitalised yet nostalgic at the same time.

For more information on Pearlfisher’s design, visit their website or follow them on Instagram.

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