design for kids & families


Design for kids & families.

We understand and speak to kids and their families through design. And we have fun doing it.

We apply our expertise and insights from a total focus on the relationships between brands and families they serve. Our insights come from our process of investigation, discovery, visualization, and articulation of communications for brands that feed, inspire, educate, and entertain – responsibly. Our process is fun, collaborative and draws on our natural curiosity, creativity and experience to help us reach what’s best for kids, families and our clients.

A pursuit of a higher purpose in everything we do is essential to our success. We believe that the brands that will matter most in the future will stand for products that are good for people and the planet.

Do great work with great people.
Deliver results.
Profit fairly.
Have fun.

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


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.

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.

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


Latest Article – 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.

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Sweet Bites: Partnering with Penn Team on Their Global Initiative

We recently had the opportunity to help some new friends, a group of young entrepreneurs for the University of Pennsylvania, to bring their vision to life. They are working towards helping countless kids in impoverished countries around the world to prevent tooth decay through the distribution of a dentally beneficial Xylitol chewing gum. Following is their story as featured on

Bubba, meet gum: Penn team’s global initiative

By Alexandra Jaffe, For The Inquirer

Their idea was simple: Use chewing gum to change the world. The team of five friends from the University of Pennsylvania – none older than 23 – developed Sweet Bites, chewing gum made with a sugar substitute called xylitol that fights tooth decay and that could improve oral health in the world’s poorest areas.

The culmination of months of hard work and countless all-nighters played out late last month on a stage where, earlier in the day, President Obama had stood. In their nicest suits and a fancy dress borrowed from one of their mothers, they addressed an audience including a Nobel laureate and a CNN anchor, and had their words live-streamed all over the world.

They were competing for the Hult Prize, $1 million in seed funding, for the best proposal to ease chronic illness in urban slums. This year, 11,000 teams applied, making it the world’s largest student competition for social good.

The Sweet Bites team from Penn was among the last six left standing. They had made it to the award dinner, where the 42d U.S. president, Bill Clinton, who sets the topic each year, was to announce the winner.

It’s not every 22-year-old who scores an invite to the Clinton Global Initiative annual meeting, a premier global meet-up of social entrepreneurs in New York. Under the bright lights, a young man on a competing team, who had surely prepped rigorously for this moment, fainted onstage.

The Sweet Bites team anxiously waited for news about him – over the many months of the competition, they had gotten to know this competitor and considered him a friend. “He is in the hospital with his uncle, doing fine,” Clinton reported.

“You in so many ways represent the future,” he told all the finalists.

But there was only one check, and the five judges, who included CNN’s Sanjay Gupta and Nobel-winning economist Muhammad Yunus, would have to decide.

The idea for Sweet Bites crystallized in Philadelphia. Cofounder Morgan Snyder had come back from nine months in Bangalore, India, where she worked at schools in low-income communities, and had noticed many of the children wouldn’t smile – not because they were shy, but because of their oral health problems.

When she returned to Penn (where I was classmates with members of the team), she told her friends about the shocking state of oral health in Indian slums. One friend, Spencer Penn, was an avid gum-chewer who heard that gum with xylitol was proven to prevent cavities.

They were joined by Josh Tycko, Eric Kauderer-Abrams, and Thoba Grenville-Grey to found Sweet Bites, a company that plans to sell xylitol gum – for up to 1.6 U.S. pennies per piece – an idea so ingenious it was named No. 1 of “11 Simple Inventions That Could Change the World” by the Huffington Post.

An early meeting with Ezekiel Emanuel, chair of medical ethics and health policy at Penn, proved game-changing.

Emanuel, by coincidence, had lauded the bacteria-killing abilities of xylitol gum in a 2012 New York Times blog post. “He told us when it comes to health care, free is not cheap enough,” recalls Penn.

Therein lies the simple brilliance of Sweet Bites; it is care that doesn’t require a change of behavior because everyone can chew gum.

Their adviser, Ian MacMillan, director of the Sol C. Snider Entrepreneurial Research Center at the Wharton School, helped get the team university funding and is the author of The Social Entrepreneur’s Playbook, which the team calls its bible, and which would consult it when obstacles cropped up. There were plenty.

Like when the team arrived in Bangalore to launch its pilot program and learned that five boxes with 25,000 pieces of gum were held up in Indian customs.

Luckily, they had stuffed their pockets and carry-on bags with enough gum to last their monthlong visit. Still, it was a relief when the boxes finally appeared on their last day in India.

For the Sweet Bites team, the summer was a blur of more trips to India, hard work at the intensive Hult Prize Accelerator, where the six finalist teams refined their ideas in close quarters and looked for crowdsourced funding. They exceeded their target, raising nearly $17,000 from more than 200 donors, mostly in denominations between $25 and $100.

Another stroke of good fortune came from a cold call to Bill Goodwin, founder of the Goodwin Design Group, in Wallingford, Delaware County, which did the dramatic redesign of Bazooka bubble gum. Goodwin was enthusiastic about the project, and his team gave the Sweet Bites packaging a much-needed makeover. “We found it very inspiring to work with people in his team,” said Kauderer-Abrams. “They probably worked as hard as we did leading up to the presentation to get all this beautiful branding and everything done in time.”

They felt strong going in to the competition, and their presentation, the product of hundreds of run-throughs, went without a hitch.

So it came as a surprise when Clinton announced that the $1 million prize was going to NanoHealth, a team from the Indian School of Business that envisioned a network of health workers equipped with an innovative diagnostic tool to provide on-the-go diagnosis and treatment for slum-dwellers.

The Sweet Bites team was surprised, but not bitter. “It’s kind of the opposite of Sweet Bites in a lot of ways,” Penn said afterward, adding, “Obviously, we respect the decision of the judges.”

The next day at a meet-and-greet, the team got to talk with Clinton. They also tried to get him to sign an excuse note for all the late school assignments they had racked up while working toward the Hult Prize. (“He was down to sign it, but his handlers weren’t,” Penn said.) Even better, he asked for samples of the gum to take back to the Clinton Foundation.

The team plans to catch up on school and hit the drawing board. They promise this isn’t the last we will hear of Sweet Bites.

View the article as published on here.

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Kid Panels in the Studio Today!

A special thanks to all of panel participants for sharing their valuable insights.

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SafeSkin Kids Sports Wrap Brand Repositioned

By Anne Marie Mohan, Senior Editor

To assist with its SafeSkin Kids sport wraps product, Kimberly-Clark approached Goodwin Design Group to consider next-stage products and the brand platform to ensure future success, primarily through product innovation opportunities. Goodwin shared consumer insights, demonstrated trends, determined strategies, and implemented solutions for SafeSkin to remain a category leader.

While Kimberly-Clark planned to focus on product solutions, Goodwin’s recommendation was to also work on the brand packaging. Together with consumers, Goodwin created a new strategy and brand platform for an entire line of products that moms, parents, and coaches truly want. Goodwin designed the products together, tested the range to select those that were most appealing, and refreshed the brand packaging to speak to kids of all ages, and those who care for them, in a visual language they understood and preferred.

Kimberly-Clark launched SafeSkin Kids Sports Wraps in 2011, creating the kids’ wrap category and capitalizing on a new retail market opportunity. Yet there was little brand equity in the original SafeSkin Kids packaging, and it visually projected that it was for “little kids.” By late 2012 the brand’s leadership was being challenged by a new competitor, which marketed a wrap featuring a popular licensed property with strong kid and mom appeal.

Kimberly-Clark returned to Goodwin, the studio that redesigned the company’s GoodNites brand packaging (2007), Kimberly-Clark aimed to reposition its relatively new SafeSkin Kids sport wraps in the face of opportunities in the category and to insulate the brand against new competitors. The Goodwin team responded with new brand packaging and product innovations, featuring several on-trend, decorative solutions that appeal to girls and boys, while clearly communicating efficacy and benefits to moms.

“Rather than taking the licensing route as did the competition, we recommended Kimberly-Clark develop new strategies derived from consumer insights to meet this challenge and improve Kimberly-Clark’s superior-quality product’s appeal,” says Bill Goodwin, founder, Goodwin Design Group. “The vision was to create compelling, on- trend product ‘deco’ to engage active girls and boys ages 7-15, create a point of difference for SafeSkin to lead the category, and appeal to moms as a quality, trusted brand that protects their kids and aids in healing sport-related injuries.”

From a design strategy standpoint, three objectives were paramount:

1. Identify trends that resonate with active kids ages 7-15
2. Develop sport wrap decorations to leverage trend findings
3. Design new brand packaging


Goodwin’s design team engaged groups of moms, kids, nurses, and coaches to share ideas and create a brand exclusively for them, by them. “We also visited retailers to watch them shop the category, and led discussion groups to better understand the challenges and opportunities for the brand,” adds Goodwin.


The original package did not clearly convey what the product was or its proper usage. “We performed a visual audit to demonstrate category norms, and recommended considering the use of icons, illustrations, or photography. This allowed us to demonstrate multiple uses while maintaining gender-neutrality and communicating whom it was for—with images of various kids of various ages playing a range of sports. The key was to balance an appropriate visual language to appeal to youth’s interests, and to mom’s needs. We found that balance in our design exploration, co-creating and proving the value of symbols, like the caduceus to communicate efficacy,” says Goodwin. “Kimberly-Clark introduced innovation to the category as new designs evolved around product decorations, which updated the sport wrap with reversible, on-trend colors and deco.”

Adds Terry Montimore, Goodwin’s Vice President of Creative, “We researched various categories and hundreds of patterns, which were both gender-neutral and gender-specific. We created a series of designs for girls and a series for boys, as well as one with mutual gender appeal. For girls, there were animal print motifs and bright swirly patterns; for boys we took influences from comic book themes, explosions, lightning bolts, etc., to convey sports-oriented action. Then we showed the exploratories to kids, got their reactions, and synthesized the final patterns.”

A green lightning bolt

“We wanted colors that could be easily repeated along the ‘skin’s’ wrap format and would work with a three-color printing process, plus the color of the wrap fabric,” says Brian Barto, Goodwin’s Director of Creative. “There was a lot to learn throughout this process because Kimberly-Clark had never printed on a fabric substrate before. For example, we had to determine how much stretch was acceptable before the designs became unreadable. We kept tweaking the designs and were on call during the prototype printing process, which went through several sample iterations before the final designs were achieved.”

A swirly pink-purple wrap appeals to girls, connoting motion when wrapped around a kid’s arm or leg and, similarly, the lightning bolt pattern looks cool in the round. “When it came to the designs themselves, we tried to make them gender neutral,” adds Montimore. “It really all depends on the color; the pink/purple if printed in blue/green appeals to boys. Recent trends have ushered in colors that were never seen in male and female sports apparel—for example even pink is not only acceptable, but often preferred.”

For added impact on pack, Goodwin added a bright red-encircled caduceus centered below the clear product panel. Alongside the caduceus, the designers placed action sport symbols denoting product usage—for achy knees, wrists, feet, and elbows.

View the article as published in Healthcare Packaging here.

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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.

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The Foreman House
541 Avondale Road
Wallingford, PA 19086

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