Gushers was inspired by popular teen culture, one that unapologetically embraces fashion, music, makeup and their own personal style to challenge convention, express their creativity, and represent who they are as individuals.
To help Gushers mature and celebrate teens norm-defying moments, we created a new visual identity system that challenges the fruit brands category. By taking the product's truth of “what matters is on the inside” we created a brand toolkit that lives up to the brand’s essence – Let the inside out – breaking down barriers of external perception. Building on the strong foundation established by the iconic brand in the 90’s, we worked closely with Gushers to develop a bold and flexible design system filled with colorful, weird, and disruptive tools for unleashed self-expression.
We shifted the logo to black to stand apart from the other colorful snacks on shelf – which was a drastic change for the brand – while making sure the gush shapes behind the logo were modernized in such a way where they can be used with and without the wordmark. To honor the brand-equity elements that have stood the test of time, we retained the yellow background on-pack and reimagined the classic “gushing” backdrop, while revitalizing the set of gush and gem visuals to enhance the gooey and gummy taste appeal.
Inspired by the logo, we created a new suite of illustrations that capture outlets for teen self expression. We also added a flexible palette of secondary colors and patterns influenced by the many gem colors and flavors Gushers provides that can be used throughout the brand world to bring in punches of liquid vibrance. As for the type, we crafted a juicy bespoke font, also inspired by the logo while making the primary typeface bold, enhancing confidence. The role of photography was key to showcase individuality with highly stylized makeup and wardrobes to amplify an immensely diverse set of people that let their inside shine outwards.