Why You Need the Brandery Agency Partnership: Spicefire & Goodwipes


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!

Company Highlight: Goodwipes


With the recent announcement of the Brandery class of 2016, we are excited to feature each company in its own blog post! Each day we’ll post a new blog highlighting one of the startups in this year’s cohort. As we are officially two months out from Demo Day, get to know the names and faces behind the company!

Today we’ll be highlighting Goodwipes!

Pictured (left to right): Managing Partner, Charlie Siciak; Brand Catalyst, Maria Guilbault; Managing Partner, Sam Nebel

What does your company do?

In a world that keeps moving faster and faster, Goodwipes allows you to keep up and stay active, without letting your hygiene, comfort, or confidence suffer. Their cool, convenient, and eco-friendly take on wet-wipes seamlessly complements the lifestyles of today’s busy consumers.

What attracted you to apply to the Brandery?

There are two things that put the Brandery above ALL other accelerators for us. 1) A high level of focus and commitment to brand and design, and 2) Being in Cincy, the Brandery and its team have deep roots in CPG.
With Goodwipes living in the CPG space, having access to mentors with relevant experience is king. As far as brand goes…well, brand is everything. Not everyone understands this – YET! Surrounding ourselves with like-minded teams that are bullish on serving their customers with unforgettable experiences that compliment their lifestyle makes for a high-energy and exciting work environment, forcing you to dream bigger than you ever thought you could.

How did the team come together?

The Goodwipes co-founders instantly bonded their freshman year of college at FSU, when they discovered that they were both habitual baby wipe users. When their journey later took Goodwipes to Atlanta, they made the first addition to the team. Working out of a B2C-focused workspace (Switch Yards Downtown Club), they met and brought on Maria Guilbault, better known as Maria G, the hustle bee!

What’s the most surprising thing you’ve learned at the Brandery, so far?

The level of commitment and support from everyone in Cincy cannot be expressed in words – it both surprises and inspires us daily. From the Brandery’s team leaders, to the program’s mentors, you can feel the genuine compassion and willingness to roll-up their sleeves and lend a hand. It’s a really good feeling to know that you have so many people on your side.

What do you like the most about Cincinnati?

Cincinnati is VERY walkable. This makes meeting people mid-day or running out of the office for a quick snack very easy and enjoyable.

Did you have an “aha!” moment?

Being addicted to living life to its fullest, feeling our best when we are busy and on-the-go is a must. We saw an ever-growing white-space in the consumer wipes market, which was failing to keep up with the hygiene demands of active consumers…“aha!” There wasn’t a company taking on the challenge of waking up this incredibly sleepy space. We knew there had to be a better way to stay fresh on-the-go, so we made one.

The pictures used in this blog post were captured by Zackariah Cole, visit his website at http://www.zackariahcole.com/.