In the 90's, Gushers was a trailblazer, proudly standing out from the crowd with its weird, wild, and wonderful personality that captured our attention. However, over time it lost its edge, and lacked the assets to drive meaningful growth. Sensing that Gushers needed a burst of fresh relevance, we wanted to evolve the brand to reflect the attitudes of teens today, while staying true to what made Gushers one-of-a-kind.

What is so loved about Gushers today is what has always differentiated it: That Gush. It’s all about the eagerness to burst open what’s inside and embark on a totally unique snacking experience. This exact sentiment is what we worked to preserve and progress as we challenged the fruit snack category once more to help Gushers appeal to today’s teens without alienating current loyalists.

With “what matters is on the inside” as our brand truth, we created a new brand identity system that is as bold, surprising, and explosively unique as the teens that consume it. Inspired by the anticipation contained in each gem snack and an emboldened teen ethos of proudly embracing one’s true self, “Unleash What’s Inside” became our new brand essence and call-to-action.

Led by the desire to “Unleash What’s Inside,” we modernized and expanded the brand beyond its original yellow box, creating a flexible brand system filled with colorful, weird, and disruptive tools for unleashed self-expression. With each burst of personality, we’re celebrating today’s teens’ norm-defying moments and desire to truly be themselves.

A striking shift in the logo, now in bold black, stands out amidst a sea of color on the shelf and within the category. Our custom typeface, inspired by the juicy burst of Gushers, breathes life into the brand's identity. We pay homage to tradition by maintaining our identifiable yellow backdrop on-pack and throughout the design system, while revamping the iconic, multicolored gush and gem visuals for an enhanced taste experience that is as unique as our product.

Each element eases consumer navigation, using color cues on the band and gush to denote each flavor profile. The new flexible brand toolkit gives every asset the necessary flexibility for flavor extensions, partnerships, and seasonal editions, distinguishing Gushers in the category and beyond, while creating cohesion across all touchpoints.

This is Gushers—evolved, vibrant, and unmistakably unique.

The launch of Gushers’ new brand identity proved extremely effective in connecting with consumers both in-store and online, increasing year-over-year household penetration by an impressive 1.1 points. In addition to delivering strong commercial results, we launched in partnership with TikTok sensation Emily Zugay generating a staggering 4.9 million organic views and achieving a remarkable 21% engagement rate—more than doubling our goal. Together, we roasted Gushers’ former logo and unleashed Emily's creativity to create a new Gushers logo of her own, captivating audiences along the way.

By partnering rising Gen Z creators who are challenging conventions, breaking norms and sharing their stories through art, we were able to increase engagement and relevance for Gushers and create meaningful impact.

Gushers has grown up and can now engage in all modern brand-building spaces, creating rich and immersive experiences that capture demand beyond product and packaging.