“The success of baby care products, like Gentle Naturals Baby Therapeutics, depends on their positioning on trust, efficacy, therapy and quality, which is largely conveyed to busy moms by their shelf presence – the package.

So when Gentle Naturals, maker of a line of six popular therapeutic baby care products, found that many leading retailers were stocking only their three best-sellers -cradle cap care, baby eczema cream and eczema wash – a rebranding effort was required. Enter, heritage brand design experts, The Goldstein Group. “The baby care category is difficult for busy moms, who often shop with baby in tow, to navigate due to the large number of brand offerings and competing product claims,” said Terri Goldstein, founder of The Goldstein Group. “We immediately recognized the need to create a distinctive brand identity that embodies the concept of ‘therapeutic baby care’ for traditional and contemporary mothers with general tummy, teething and specialized skincare needs.”