Terri Goldstein

TGG’s success in revitalizing the world’s leading natural mineral deodorant meant accessing our many skill sets and making sure they worked together synergistically. Smart structural thinking led to a distinctive blow molded bottle designed to keep from tipping over on shelf, while retaining the same footprint – as well as securing a larger PDP. A patented crystalized cap, also created by TGG, adds a touch of luxury. A color-coded floral motif aligns and identifies all the scents. An arrow… Show more

TGG’s success in revitalizing the world’s leading natural mineral deodorant meant accessing our many skill sets and making sure they worked together synergistically. Smart structural thinking led to a distinctive blow molded bottle designed to keep from tipping over on shelf, while retaining the same footprint – as well as securing a larger PDP. A patented crystalized cap, also created by TGG, adds a touch of luxury. A color-coded floral motif aligns and identifies all the scents. An arrow symbol to indicate “24 hour” protection helps Crystal stack up against the competition on-shelf.

The result? Consumers are responding on both a functional and a visceral level. Brand recognition? Crystal Clear. Show less

From its 1932 heyday as a chain of New York City lunch counters to its presence on today’s kitchen counters, Chock full o’Nuts® has maintained its status as an iconic brand brimming with the energy of the big city. In keeping with its New York City roots, The Goldstein Group knew just how to reinvent the line’s most iconic elements and revive its signature spirit. Extensive rounds of proprietary research paired with TGG’s wealth of knowledge in re-staging heritage brands allowed us to determine… Show more

From its 1932 heyday as a chain of New York City lunch counters to its presence on today’s kitchen counters, Chock full o’Nuts® has maintained its status as an iconic brand brimming with the energy of the big city. In keeping with its New York City roots, The Goldstein Group knew just how to reinvent the line’s most iconic elements and revive its signature spirit. Extensive rounds of proprietary research paired with TGG’s wealth of knowledge in re-staging heritage brands allowed us to determine exactly which brand assets to preserve and which brand assets required improvement. The result is a Chock full o’Nuts® with a stronger brew designator and a new flavor system, while retaining the home-town appeal. We call this the perfect brew: a strong shelf and on-line strategy which is forever a heavenly combination.
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In 1878, brothers Austin and Reuben Hills began selling coffee from a Bay City Market stall in San Francisco. Over the years the company grew from that small space into the nationwide brand that it is today, helped along by its innovations in controlled roasting, instant coffee, high yield extraction and vacuum packing. When Massimo Zanetti Beverage Company approached The Goldstein Group to restage one of their most beloved brands, we knew we had to start from the ground up. Or in this case… Show more

In 1878, brothers Austin and Reuben Hills began selling coffee from a Bay City Market stall in San Francisco. Over the years the company grew from that small space into the nationwide brand that it is today, helped along by its innovations in controlled roasting, instant coffee, high yield extraction and vacuum packing. When Massimo Zanetti Beverage Company approached The Goldstein Group to restage one of their most beloved brands, we knew we had to start from the ground up. Or in this case, from the grounds up! So we delved back into the brand’s past and carefully crafted a new position that accentuated its rich history while moving it into the 21st century with a contemporary and modern look. Show less

Since beginning his pediatric practice in 1952, Dr. Forrest “Frosty” Smith was committed to providing the most effective solutions for his smallest patients. Today, you can count on Dr. Smith’s products to bring relief to patients young and old. Working with the team at Mission Pharmacal, TGG restaged this heritage brand through an approach that welcomes new customers while forever pleasing Dr. Smith’s’ loyal following of moms. By amplifying its innovative Moisture Shield technology and unique… Show more

Since beginning his pediatric practice in 1952, Dr. Forrest “Frosty” Smith was committed to providing the most effective solutions for his smallest patients. Today, you can count on Dr. Smith’s products to bring relief to patients young and old. Working with the team at Mission Pharmacal, TGG restaged this heritage brand through an approach that welcomes new customers while forever pleasing Dr. Smith’s’ loyal following of moms. By amplifying its innovative Moisture Shield technology and unique spray application, TGG has prioritized what consumers trust and have come to expect from the Dr. Smith’s brand. Show less

Longtime TGG client USP Zdrowie tasked the team with reinvigorating their newly acquired Naturell brand of Sweden. The goal was to offer a complete line of vitamins to be sold in both pharmacies and mass retailers across Poland. Beginning with the logo, the brand’s Swedish heritage was given a crisp update by evoking the Nordic country’s healthy simplicity. From the brandmark onward, TGG utilized fresh colors, symbols, shapes, and words to embody the natural wellness of the 33 SKU’s of the… Show more

Longtime TGG client USP Zdrowie tasked the team with reinvigorating their newly acquired Naturell brand of Sweden. The goal was to offer a complete line of vitamins to be sold in both pharmacies and mass retailers across Poland. Beginning with the logo, the brand’s Swedish heritage was given a crisp update by evoking the Nordic country’s healthy simplicity. From the brandmark onward, TGG utilized fresh colors, symbols, shapes, and words to embody the natural wellness of the 33 SKU’s of the Naturell brand.
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To bring the #1 Prescribed Oral Allergy Reliever over the counter, Sanofi-Aventis and Chattem turned to TGG to launch the product into a new territory of success – retail. An engaging shelf-strategy of color and symbol was created containing a rich, custom purple to express strength combined with orange to gain shelf vibration, and an iconic “e’ as the symbol of fresh air. Allegra now stands as a trusted powerhouse among the OTC Allergy category.

TGG tapped into a variety of its capabilities including Visual Positioning, Messaging, Naming, Structural Design, Package Design, and IP Design Protection in order to create a smart identity for the newest product from Carmex. Informed by consumer and shopper insights, and guided by our pioneering Shelf Sight Sequence™ approach, TGG designed a brand identity for the brand’s unique Triplex Formula that is a winner at retail. The hierarchy of colors, shapes, symbols and words featured in this… Show more

TGG tapped into a variety of its capabilities including Visual Positioning, Messaging, Naming, Structural Design, Package Design, and IP Design Protection in order to create a smart identity for the newest product from Carmex. Informed by consumer and shopper insights, and guided by our pioneering Shelf Sight Sequence™ approach, TGG designed a brand identity for the brand’s unique Triplex Formula that is a winner at retail. The hierarchy of colors, shapes, symbols and words featured in this new identity allows shopper’s to quickly locate Triplex on shelf while connecting on an emotional level. Show less

Working with the high-powered team at Taro Pharmaceuticals on their FeverAll brand of acetaminophen suppositories, TGG built messaging platforms, icons, graphic architectures and customized research programs that were used to test a variety of new ideas and positions. In research we spoke to moms about their perceptions of the product, and realized how important the messaging was going to be for the brand to stand out in a crowded, confusing category. So we added a fifth panel and worked a… Show more

Working with the high-powered team at Taro Pharmaceuticals on their FeverAll brand of acetaminophen suppositories, TGG built messaging platforms, icons, graphic architectures and customized research programs that were used to test a variety of new ideas and positions. In research we spoke to moms about their perceptions of the product, and realized how important the messaging was going to be for the brand to stand out in a crowded, confusing category. So we added a fifth panel and worked a series of new callouts into an updated design aesthetic that emphasized safety and convenience. The result helped moms find FeverAll faster and understand the product benefits more clearly. Show less

USP Zdrowie of Poland engaged TGG to improve consumer navigation at shelf, and to strengthen the brand’s visual communication and identity. Our DesignSmart™ Process led us to a color-coded, speed-oriented symbol that quickly moves the eye to Ibuprom’s innovative forms. TGG knows, the language MOST frequently spoken around the Globe is a Visual Vocabulary. The same language that TGG has pioneered for over a decade.

Sanofi/Chattem commissioned the Goldstein Group to create the brand presence and shelf strategy for Nasacort Allergy 24HR’s RX/OTC switch, the first in class OTC treatment for nasal allergy symptoms.

To modernize this heritage brand established in 1862 and without compromising its credibility, it was essential to preserve the authenticity and originality of the brand. The re-stage image concentrates on a new, more readable logotype surrounded by brighter versions of the brand’s original colors. The updated gold rules and rediscovered seal from the Chicago World’s Fair gold ribbon award, reinforce the gold standard in a highly authentic manner. Gulden’s has a look that is still traditional… Show more

To modernize this heritage brand established in 1862 and without compromising its credibility, it was essential to preserve the authenticity and originality of the brand. The re-stage image concentrates on a new, more readable logotype surrounded by brighter versions of the brand’s original colors. The updated gold rules and rediscovered seal from the Chicago World’s Fair gold ribbon award, reinforce the gold standard in a highly authentic manner. Gulden’s has a look that is still traditional, yet discriminatingly revised to become the leader in brown mustard once again Show less

Indulgently Delicious Shelf Appeal

To bring Aqua Net back to its hey-day status, we looked for the former brand equities lodged in the recesses and forefronts of consumer minds. From this historical reveal, the iconic logo, net graphic, and “all-weather” positioning were reclaimed. We designed a circular seal to highlight the positioning and an aspirational, female silhouette which serves as a strong billboard device. Aqua Net’s new, bold look now speaks to new younger consumers while retaining brand loyalists.

The Goldstein Group knows when addressing women, a representational portrayal allows them to see themselves as the user. Creating a colorful, on-trend design architecture helps her to quickly see the brand in a category dominated by black. Bright blue, green and pink descriptors quickly signal the three product types to her. The new package design provides her with strong brand recall to speak about with her friends.

BioRay needed to communicate its detoxification abilities beyond its direct marketing channels to break into new distribution at drug and mass outlets. TGG created a new brandmark to communicate its healing and efficacious properties with new consumer focused copy platforms and a “stacking symbol system” that clearly illustrates the four segments it performs in; Replenish, Immunity, Detox, and Energy. Now, BioRay can shine on-shelf and in the hearts of consumers.

With no less than nine confusing in-store segments to choose from, Foster Grant was overwhelming its customers – and seriously compromising the brand’s shopability. Thanks to a large-scale restage strategy that included renaming and recombination initiatives in addition to the development of an innovative system of style icons, TGG honed Foster Grant down to six segments – making the brand an easy choice for shoppers in any environment.

To bring IcyHot’s heritage equities forward while lending the product a distinctly modern edge, TGG removed the italics from the logo and increased the amount of clinical white space surrounding it. The redefined color spectrum swoop doubles as a holding device and an unforgettable brand billboard.

A Powerhouse Brand that knows who it is and what core identifiers it owns in the consumer mind! The top of mind recall is "the red brand, with the silver seal on it".

Bringing the brand back to how it always should have looked!