since 1996



Make things better.
Make better things.

We are most recognized for our work with a focus on design for kids & families –
growing up with Millennials & Gen Z.
Our work since our founding in 1996 has been quite extensive and wide-ranging.

Since we started out in our house back in 1996, we have simply aimed to:
Do great work with great people.
Deliver results.
Profit fairly.
Have fun.

For 19 years we have successfully achieved these goals, as well as those of our clients.

leadership team


Bill Goodwin

Bill swears he hasn’t had a job in nearly 20 years… Sure they call it work for a reason, but he sees much of what we do as play. We’ll go with it, since as a result Bill and our group have become leading authorities on strategy and design. Bill is widely recognized as a thought leader, author and speaker in the areas of strategic design, marketing, and the many client industries our group serves. Evidently, not working works for him. / 484-442-8723 X101


Shawne Goodwin

Shawne lends her experience as Mother of 4 kids and former Special Education Teacher, as well as her entrepreneurial spirit, to our client work. Shawne also manages our panels of co-creators and collaborators. With equal parts experience and unique perspective, she offers invaluable contributions to our design, ideation and evaluation processes.


Terry Montimore

Terry’s extensive skills include drawing, illustration, painting and design, but his greatest strength remains ideation. He has an acute fascination with all things pop culture… like toys, food, packaging, TV, and movies. This is often manifested through his design work and marketing solutions, which he has provided our clients since he joined Bill some 18 years ago.

Check out Terry’s personal site, / 484-442-8723 X102


Brian Barto

Brian’s diverse experience in advertising and design is fueled largely by a constant desire to “make things”. Paper, ink, wood, and roadside finds are all also fair game, generally whatever medium fits the mood or makes the most of the situation. He has been lending his vast skills to our clients for over 11 years.

Take a look at Brian’s personal site, / 484-442-8723 X104


Steve Fala

We usually refer to Steve as the “money guy.” Besides talking about money, what Steve loves most is to cook a nice Italian meal and enjoying a glass of wine… while talking about money. Lucky for us the only thing he does not cook is the books. In fact, Steve is so honest that he admits to his real age and that his favorite websites are CNBC and Zillow (yikes!). / 484-442-8723 X103



  • “When deciding to move forward with our brand refresh, we met with several design agencies. Bill and the Goodwin Design Group stood out by far. They are an extremely talented group that came in with an energetic attitude, an impressive work portfolio, as well as many years of experience developing packaging within the CPG industry. From beginning to end, they delivered a positive brand experience. They listened to our concerns, approached issues from all angles and worked together with us to create a strong modern brand identity.”

    Tiffany Versace • Creative Services Manager • Quickie Manufacturing Corporation

  • “Goodwin Design Group is an unbelievably talented design agency. They are exceptional at communicating their ideas while embracing the clients’ needs. Our firm turns to them again and again for their excellent, creative designs and quick turn-around on projects.”

    Anne La Russo • Associate Director, Program Management • NUK USA

  • “Bill and the Goodwin Design Group were amazingly fun group to work with in delivering a true differentiation in design to reach a specific targeted audience. The team made strong recommendations, which at first were not in scope or pleasant to hear; they were based on their expertise in consumer facing products and rooted in truths. Bill encouraged us to consider their recommendations. In the end, we resulted in product & packaging designs that pop and reach our targeted audience. Our retail reviews have provided that direct feedback.”

    Mary Mallory • Product Developer – Senior Research Scientist • Kimberly-Clark

  • “In selecting a design agency for the re-imagination of our iconic Bazooka Bubblegum brand, we needed someone who not only had strong credentials and a robust portfolio, but could also be a true strategic partner. For Bazooka, Goodwin Design was that partner. Bill and his team asked smart questions and intelligently challenged our thinking throughout the creative process to ensure we were on the right path. They also did a great job of working with Topps and our other agency partners to craft a visual language that brought our brand strategy to life.”

    Anthony Trani • VP of Marketing • The Topps Company

  • “So grateful for Goodwin Design Group. I couldn’t have asked for better partners in creating the branding, packaging and website for my natural foods brand. They really took the time to figure out exactly what I was envisioning and what came out of it was better than I’d imagined it could be. They are patient, kind, and are of the utmost integrity. Initial retailer, trade and editorial response to our products and brand packaging has been great.”

    Jessica Goldstein, M.A. • Board Certified Holistic Nutritionist and Founder/CEO • Kolat

  • “We engaged Bill and his group to help us with youth-oriented marketing, and they have not disappointed us. 
They are exceptionally adept at spotting an insight and then creating messaging – visually and with copy — that leverages that insight to maximum effect with the right target. They are delightful to work with, true partners who embrace the vision and help bring it to life.”

    R. A. Causey • Category Research Manager • SC Johnson

  • “We were very fortunate to have Bill guide us through the packaging design for a Ziggy Marley endorsed product. His company did an amazing job taking direction and feedback and executed exactly what we wanted but were not able to articulate. I highly recommend Bill & his staff!”

    Orly Marley • President • Tuff Gong Worldwide

  • “I hired Goodwin Design to transform two brands with different trajectories and they did a wonderful job transforming both. Their creative process is straightforward and filled with lots of creative options that deliver on your design brief. They are also natural problem solvers and have a can-do, positive attitude. As a result, we were incredibly happy with the final result. Additionally, Bill and his team are really nice, friendly, easygoing people who are a pleasure to work with.”

    David Contract • Director of Marketing • NUK USA

  • “The Goodwin design team was exceptional to work with in every regard – creative, strategic, insightful, nimble. As a fast-paced entrepreneurial company, we at In Zone Brands were looking for a partner who could bring world-class design expertise to our packaging in a fresh, distinctly ownable way, all while keeping up with our energetic, lean organizational cadence. Goodwin delivered in every way. We are thrilled to have new visual packaging for mom and kids that is at the perfect intersection of Healthy & Fun!”

    Samantha Hodgkins • SVP of Marketing • In Zone Brands

  • “The GoodNites marketing team is very complimentary of Goodwin and the design leadership that you brought to this project. Goodwin has exceeded our expectations on every level. We are very excited about the new packaging and can’t wait to see it perform in store. Please pass on our compliments to the team responsible and all the kids!”

    Christine Mau • Associate Director Packaging Graphics l Brand Communication Design • Kimberly-Clark


Gerber Graduates Product Makes an Appearance on Modern Family

After a recent binge on Modern Family, Season 5, We noticed that some Gerber Graduates product with some of our deco had made an appearance with Gloria and Baby Joe.

Check out more of the Gerber Gratuates packaging and deco in our Featured Projects and Portfolio sections.

view details >

New Signs Usher in Our Brand Redesign for Quickie

It’s official! The new signs are up at Quickie, the leading manufacturer of cleaning tools since 1950 – look for our new brand packaging in stores over the coming months!

view details >

Feature Article – Tackling Cavities in India’s Slums with Xylitol Gum

We’re proud to have been included in this New York Times article about our friends at Sweet Bites.

During Morgan Snyder’s year of volunteering at an education charity in Bangalore, she noticed that many of the children complained of toothaches. Teachers told her that kids were missing sessions because of dental health problems, and that many did not brush more than once a day, and poorly at that. Her well-educated local friends didn’t like going to the dentist, and she observed that a culture of regular dental check ups did not exist in India.

After returning to the University of Pennsylvania for her sophomore year, she talked about what she had seen with friends. One, Josh Tycko, proposed that they tackle the problem and vie for the $1 million Hult Prize for student social entrepreneurs, which Nobel laureate Muhammad Yunus has called the “Nobel Prize for students.” This year’s prize focused on improving life for people living in slums.

Spencer Penn, an avid gum chewer in the tight-knit group of five, suggested using chewing gum as a way to address the dental health problem in India’s slums. But not any chewing gum – the gum that the group has produced, called Sweet Bites, is sweetened with 100 percent xylitol, a naturally occurring sweetener that is believed to prevent tooth decay. Xylitol-sweetened gum is common in Finland, where its efficacy was documented in the 1970s. Some gum companies in the United States that sell sugarless gum use xylitol, though most use it in combination with sorbitol or aspartame, which lack xylitol’s dental benefits. “Xylitol has been used by the Finns since the 70s,” says Thoba Grenville-Grey, who graduated from the University of Pennsylvania in May and has been helping to implement programs on the ground. “They give this to kids at the school.”

Sweet Bites gum.Credit Goodwin Design Group
The group hopes that they can make chewing xylitol gum a common practice among India’s schoolchildren and other slum residents. The packaging is designed to look Western for extra appeal, and they have taken heed of Professor Ezekiel Emanuel‘s advice: “When it comes to health care, free is not cheap enough.”

What that means, Penn explained, is that in in order to get the poor to adopt a medical practice, “it had to be something that embedded health care into something people knew and loved.” Gum is a big and growing business in India, with nearly $500 million in annual sales. While living in Bangalore this summer, the team was able to observe the small corner stores in the slums, as well the buying habits of the residents, who would often purchase small quantities – such as one egg or one stick of gum at a time.

Small stores like these in Bangalore, India, sell a full range of household goods and treats for children, mostly in small quantities.Credit Spencer Penn
In order to appeal to those buying habits, they have packaged Sweet Bites, which comes in cinnamon, fresh fruit and spearmint flavors, individually — with plans for three packs — with the intention that it be chewed three times a day. Each piece has 1.06 grams of xylitol; they chose that quantity based on their calculation that three grams a day provides significant dental benefits and is affordable. (Epic Dental‘s gum, which is intended for a Western audience, cites 6 grams daily as optimal for dental benefits, but Tycko said that 3 grams was enough to significantly improve health outcomes without asking people to change their behavior or increasing the cost. Sweet Bites might make a product with more Xylitol in the future.) They’re selling the gum for 1 rupee apiece, or about $US 1.6 cents, a competitive price. The purpose of the gum, said Tycko, is not to supplant other good oral hygiene practices, such as brushing and flossing, but reinforce and supplement them. In addition to reducing cavities, they hope use of Sweet Bites will reduce the long-term side effects that can be exacerbated by poor dental health, such as heart disease and stroke.

Although their original plan was to recruit women who were already selling produce and handmade goods on the streets, after spending the past summer in Bangalore, they pivoted. Their idea of empowering women entrepreneurs “was very noble, but the reality when they got there was that it’s just not possible for people in these environments to be making small gum manufacturing facilities and selling it,” said Wharton Professor Ian MacMillan, one of their advisers. Instead, they’ve recruited a dozen local dental students as ambassadors to explain the benefits of xylitol to shop owners and to convince them to stock the gum. Dental schools in India tend to have more female students — one of the schools they’re working with is 80 percent female — so the ambassadors are primarily female, and their salaries help them pay their school tuition.

Thoba Grenville-Grey, Spencer Penn, Morgan Snyder, Eric Kauderer-Abrams and Josh Tycko preparing for questions during the finals for the Hult Prize at the Clinton Global Initiative annual meeting. Credit Sky Yoo
The group ultimately lost the Hult Prize (the award went to a group from India that proposed a “Doc-in-a-Box,” a diagnostic tool for community health workers that would enable them to create an electronic health record for patients living in the slums), but they intend to move forward in India and other countries.

Although the idea of using gum to fight cavities is a concept that’s easy to grasp, it’s also one that can be hard to sell to Americans enamored with instant gratification, says MacMillan. Compared to a project that reduces amputations that diabetics would need to have, this is more challenging. “You can’t see the immediate benefits of a kid not having their teeth rotting.”

Still, their Indiegogo campaign was fully funded, allowing them to quadruple their distribution of gum to 100,000 pieces over a couple months. That led to a $10,000 prize from Philips, which sells the Sonicare toothbrush, with the chance to win $50,000 more.

They’re also selling the product at cost to local organizations for distribution in schools, with plans to get it to 1.4 million children through school lunches in India within the next few years. Working with Philos Health, they have started a pilot program in the Philippines to validate the model of distributing the gum through school lunch programs, and they have dentists checking the students’ teeth before and after exposure to the gum. They’re also in talks with potential partners in Kenya, South Africa and North Philadelphia.

Bill Goodwin, a veteran in branding and packaging gum and candy who is advising them, says that Sweet Bites fills in a white space as a social enterprise that other for-profit companies — which tend to use sugar substitutes instead of xylitol because it is cheaper — do not. “Unless you’re willing to produce 100 percent xylitol gum, no dental school will be willing to partner with you, and no NGO is willing to buy at cost,” Tycko said.

If they can pave the way for other companies to do what they’re doing and increase the market for xylitol gum, even if that means increased competition, they’ll consider that a success. “Our mission when we came together was to end tooth decay as much as we can for people with the greatest dental burden. If Trident said we want to make Trident X with [100 percent] xylitol, we would be really happy,” said Penn. “The only exit strategy we’re happy with is if they start doing the same thing we’re doing.”

Wharton adviser MacMillan, who has been studying social entrepreneurship for more than a decade, says he thinks their business has enormous viability. And even if it doesn’t ultimately succeed, MacMillan says, “The beauty of what they’ve put in place is if they have to walk away, and it doesn’t work out, they will have done good.”

View the article as published in The New York Times here.

view details >

Tricks of the Treats Trade: Giving Candy and Gum Sweet New Looks

This Halloween, if the Goodwin Design Group (Wallingford, Pa.) handed out only candy whose packaging it helped design, little trick-or-treaters would not be disappointed with the variety in their bags. From classics like Bazooka to tasty new alternatives like YummySnack brands, Goodwin has helped brand and design packaging for countless sweets to ensure that they look as good as they taste.

The trick is to ensure that the brands speak to their audiences in a way that is relevant and in a manner they can relate to. Goodwin believes that the best way to find this balance is to go right to the source — kids and their parents. What better way to gain insights than to simply ask? They already know what they like and what they want and more often than not are happy (even excited) to talk about it with someone; all one has to do is ask.

Mix these consumer insights with educated design decisions (what will pop on shelf, what visual cues will work hardest, what visual and social currency does the brand possess), and you’ve got a recipe for success, as evidenced by some of the following examples.


Bazooka once defined an entire category, but had lost relevance, falling into obscurity among a quickly evolving sea of new gum flavors and unique packaging. Quickly realizing that nothing was truly sacred, Goodwin reevaluated the Bazooka brand on all fronts. The team developed new brand packaging for shelf impact, and staged a series of “reveals” that appeal to kids’ curiosity and interests.

The first impression is big, bold branding on an outer cello wrap that, when removed, reveals a series of on-trend deco designs adorning an innovative wallet pack. The wallet pack is branded Bazooka, though subtly. In turn, the series of graphics allow for badge value among kids and their friends, piquing interest and curiosity.

Unlocking the clasp hook and opening the wallet pack reveals another series of dynamic interior graphics, as well as the individually wrapped gum pieces. Unwrapping the individual pieces has a twofold reveal of the gum itself, and a series of “power papers” that have fun, games and codes to unlock which take the experience online at With the new packaging Bazooka became more than a brand, it is now an experience.


“First it’s candy, then it’s gum,” but foremost, it has to look like fun.
A unique product with a long history, Razzles was in serious need of contemporization. The logo was energized with fun, hand-drawn letterforms with just enough rendering to give it some taste appeal and make it pop. Clean product illustrations bring the flavors to the forefront, backed by a rich radial burst and rays with a white-hot center that make this package scream at retail. The architecture easily lends itself to flavor extensions with the clear color-blocked background and room for flavor descriptors. This revamp ensures that Razzles will have a place on shelf for years to come.


Sharkies Organic Kids Sport Chews originally featured a cartoon shark, which skewed the packaging too young and safe, making it just another fruit snack and confusing the “performance” aspect of the product. Goodwin gave Sharkies an entire rebrand to get it back on track at retail.

With a nod given to the shark form in the redesigned logotype and the new, clearly intentioned tagline, “Clean Fuel to Burn,” everything from the letterforms to textures and typography was reinterpreted with attitude, giving the packaging an edgy, sporty, performance-driven feel that aged the brand up to the intended tween market. Benefits statements prominently call out Sharkies’ point of difference, bolstered by stylized photo-illustrative action sport representations, which round out the redesign.


YummySnack had developed a line of high-fiber, gluten-free products made from real ingredients for real nutrition. With offerings of “better-than-candy” bars and chips, Yummy Health Brand products is poised to help the “family snack right without a fight,” but they needed assistance getting over the look and stigma of standard “better for you” offerings.

Goodwin took a fresh look and gave Yummy just what it needed — personality. Freeform color blocking and a hand-drawn logotype hint at wholesome while unique background elements and a variety of active silhouettes help it stand apart from an expected solution. Color-cued flavor descriptors lock up in equally energized areas while bold claim bars showcase each product’s unique benefits. Who says healthy can’t be fun?


Juicy Drop Pop oozed with mid-‘90s “extreme” clichés, giving it a dated look and making it passé. Evaluating the brand and determining that the allure of Juicy Drop was about intensity and control, Goodwin redesigned the brand under the “Dare to Drop” tagline and ethos.

Considering that kids are aware of how the product works, skateboarder old illustration was dropped. Updating “extreme” cues (like tribal tattoo inspired lock-ups and an entire library of scrawled graffiti illustrations) keep the daring edginess that the brand reflects. This ensures the visuals are as unique as the flavor experience itself.

The jagged logotype was updated to bold, black and yellow letterforms that boast confidence and individuality and scream off pack. Tonal background swirls add depth and motion to the elements and help define and differentiate individual flavors and various Juicy Drop SKUs at shelf.

So this Halloween, when you are trolling the candy aisle in preparation, or reviewing the contents of someone’s trick-or-treat haul, take notice of the packaging and its nuances to see which brands did their homework and which ones will be around next October.

View the article as published in Brand Packaging here.

view details >

show archive





Our offices and studio are located in a historic farmhouse which over the last 180 years has been home to entrepreneurs, inventors, artists, horticulturalists, and now, designers.

In 2009, Goodwin bought and restored The Foreman House as our offices and studio. Built in the 1830’s, the property is a Class 1 Historic Site, formerly part of The Thomas Leiper Estate. Bill worked at the Estate cutting the lawn and helping out back in the day, and he and his friends played and hung out down here. And as luck would have it, now we all do.

view details >



The Foreman House
541 Avondale Road
Wallingford, PA 19086

877.214.1297 tf
484.442.8723 p
484.442.8734 f