Branding For Hope. Sweet!
Each year, Terri Goldstein and The Goldstein Group “give back” by providing one cause-related branding project free of charge to a worthy non-profit. This year, they tackled a challenge for The Hope Gel Project, whose team concocted a whey protein-dominant formula that provides children in need with sufficient nutrients for a day without requiring preparation or refrigeration. The problem: children would not eat the unfamiliar orange-colored meal. The solution: put a little fun, color and playfulness into the packaging. Hope Gel partner Dr. Jeffrey Miller says: “The impact was immediate. The kids had been treating our product like we had handed them Brussels sprouts. Now they are enjoying the gel as if we had given them candy.” READ MORE >