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Why You Need The Brandery Agency Partnership: Interbrand & Oros

When Michael Markesbery and Rithvik Venna entered The Brandery’s 2015 cohort, they faced a problem that many startups have to deal with: a trademark issue that meant their company, Lukla, not only needed a great brand, but a new name to begin with.

Oros creates outerwear that uses NASA technology called aerogel (the same stuff they put in spacesuits!) to protect wearers from extreme environmental conditions without the heavy weight and bulk of traditional outerwear. This amazing innovation deserved a brand that was just a special.

After being paired with Interbrand, a global brand agency with an incredible team in Cincinnati, the group got to work on crafting a name that would inform the entire brand identity. With the company’s vision and brand strategy in mind, the new name became Oros, the Greek word for mountain. This name represents adventure, challenge and conquest and reflects the essence of the original name, Lukla.

Interbrand explored Oros’ target customer and came up with some strong themes that informed their logo and brand design. The brand proposition “Conquer Your Everest” became a common thread throughout the design process – with the logo creating a visual link to a mountain right down to the unique, custom packaging design that embodies the same essence of a peak. The packaging design for Oros was so strong, in fact, that Interbrand received an “Outstanding Achievement” mention in the 2016 Dieline Awards competition, highlighting the best in consumer packaging design worldwide.

Oros graduated from The Brandery in October 2015 and raised a $1.2 million seed round last year, led by NCT Ventures. A recent Forbes article, Why Ohio Is The Best State In America To Launch A Startup, featured their journey and included this quote from Markesbery: “Because there are more Fortune 500 companies headquartered (in the Midwest) than anywhere else in the world, that means is that there are dozens of incredible branding, marketing, and advertising companies here…Our packaging has won eight different international awards already because we just happen to have one of the best companies in the world doing that right here in Cincinnati.”

We really couldn’t have said it better ourselves.

Special thanks to Interbrand for being a dynamic agency partner year in and year out!

Brandery 2017 applications are open until April 29. Apply via F6S or AngelList. Have questions regarding the program or your application? Contact us at info@brandery.org!

Why You Need the Brandery Agency Partnership: Spicefire & Goodwipes

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Over the last few weeks, we’ve been telling you all about our sharpened focus on Digitally-Native Full Stack Products (CPG are part of that) & startups that support these kind of companies (both large and small) for our 2017 cohort. If you haven’t had a chance to read over our thought process behind this shift, check out this blog post from a few weeks ago when we made the announcement.

As our General Manager Tony Alexander said in his blog post earlier this week, “While we always added some value to everyone who came through the program, the truth is we can help some companies tremendously and others in only limited ways. This is a function of the talents of our staff, mentorship pool, and the intrinsic nature of our close network of partners and sponsors. Pretty much everyone in our network is well-positioned to add tons of value to these kind of startups.” To illustrate this point, we’re going to share some of the success stories of Brandery alumni who fit into the categories of companies we’re looking for.

Meet Goodwipes, graduates of Brandery’s 2016 cohort. They are serious about being clean.

Charlie, Maria, and Sam: Team Goodwipes

Goodwipes had already sold 1 million body wipes at independent retailers and on Amazon when they came to Cincinnati last June on a mission to refine their brand and strengthen their company. Each company in our accelerator is paired 1-to-1 with a world-class creative agency, of which there is a high concentration in Cincinnati ( aka BrandHub, USA ), which is one of the most significant reasons Goodwipes applied to The Brandery. We spoke to Sam Nebel, Co-Founder of Goodwipes, for his thoughts on why The Brandery’s program is so uniquely suited to help a CPG company.

Goodwipes worked with Spicefire to create a brand as fresh as their products. “They did nothing but GIVE, GIVE, GIVE”, Sam says. “Time, energy, attention, passion, experience, knowledge and patience. They shared. They worked with us through seemingly simple, yet extraordinarily arduous critical thinking exercises to define Goodwipes as it is today: a modern, better-for-you take on wet wipes that empowers people to do more, feel good, and live clean. We could not be happier with Jason Hargis and the Spicefire team. I’m talking endless hours of their busy time they gave us. If you understand how an agency works, time is money, and they spent extra time working with Goodwipes. It was really humbling and incredible to be given so much time and energy by such a talented group.”

The Goodwipes Branding Case Study

Goodwipes's Branding, Pre-Brandery

With the majority of Goodwipes’ sales occurring online, having a slick brand and packaging wasn’t nearly as important to them; with their goal of appearing on more brick-and-mortar shelves, it was more important to create eye-popping visuals that would appeal to customers looking up and down the personal care aisle. The Spicefire team helped to create a beautiful, modern look for their packaging, which also carried over to their advertising and web presence.





Spicefire’s collaboration and work with Goodwipes is just one reason we’re excited about our 2017 program; our agency partners have always yielded fantastic work no matter the type of startup we’ve paired them with, but now that we’re looking to work with more consumer-facing brands and the technologies that support them, the Brandery Agency Partnership should prove to be even more successful.

Sam wanted us to publish his personal number so that anyone interested in talking about applying to The Brandery could call him – we are going to spare him, but we’d be happy to answer any questions you might have about the 2017 application process. Contact us at info@brandery.org!