Fruit by the Foot

 
Client: General Mills
Studio: Pearlfisher 
My role: Design lead When we were approached by General Mills to redesign their fruit snacks portfolio, Fruit by the Foot wanted to pivot from a hyperactive ethos to a more 'chill' positioning. Aimed at helping teenagers unwind, both literally and figuratively the new Fruit by the Foot design was repositioned to feel different from its younger sibling Fruit Roll Ups.

As design lead on this project, I reimagined the brand - from redrawing the brandmark, designing packaging, to creating systems of illustration, typography and lifestyle photography. The new designs are infused with fresh, yet 'chill' energy for today’s teens, while paying homage to the nostalgia of an iconic childhood snack.

Recognition:
The Dieline
Fast Company
Pentawards
Transform Magazine


Here are some initial sketches from early on in the process:

© Shruti Shyam 2025