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DUDE Wipes is one of my favorite examples of a brand turning “this is a terrible idea” into a massive business.
The product is simple: wet wipes for your ass.
Not exactly the easiest category to build a premium brand around.
But instead of hiding from the awkwardness, DUDE Wipes made it the entire brand.
That’s the Shopify lesson I find interesting.
They didn’t just sell wipes.
They built a brand people could remember.
→ They turned an embarrassing problem into a funny conversation
→ They made the product personality-driven instead of generic
→ They used bold packaging and messaging to stand out on crowded shelves
→ They created a brand that feels native to its target customer
→ They made the marketing impossible to confuse with a competitor
And this is where a lot of Shopify stores get it wrong.
You can have a great product, beautiful photography, and a technically perfect store…
…but if your brand looks like everyone else, you’re competing on price.
When I build Shopify stores, I think about the brand first and the website second.
The store should make the positioning obvious within seconds.
The copy, product pages, navigation, imagery, CTAs, and overall experience should all reinforce the same idea.
Because your Shopify store isn't just where people buy.
It’s where your brand becomes real.
So if your product feels “too weird” to market…
Don’t make it safer.
Figure out how to make the weirdness your advantage.
And if your Shopify store isn’t communicating what makes your brand different, that’s something I can help fix.
📩 DM me “STORE” and I’ll take a look at your site.
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Added a new case study!
One of my favorite parts of what I do is helping businesses evolve into the brand they've always envisioned.
Remedy Beauty Co. came to us looking for a rebrand that felt more distinctive and less cookie-cutter. They wanted the brand to feel chic and current while still feeling elevated and luxurious.
From the logo suite to the marketing collateral and social media templates, every detail was designed to create a cohesive brand experience.
Did we nail it?
I love it 😊
Which hero would convert better: A or B?
This landing page is for a LinkedIn personal branding expert helping B2B founders, coaches, and consultants attract more opportunities.
Don’t judge only by aesthetics. Consider clarity, trust, visual hierarchy, brand fit, CTA prominence, and which design would make a high-value client more likely to book a strategy call.
Which one wins, and why?
3 voted
16%
16 voted
84%
19 votes
Closed
Hero B. The dark social proof bar at the bottom gives it better structure and the overall contrast makes "Book a Strategy Call" much easier to spot instantly.
Most people think a logo builds a brand. It doesn't.
A logo can help people recognize your business, but recognition isn't the same as trust.
The brands people remember are built on strategy—understanding who they serve, what makes them different, and how every visual decision reinforces that story.
When I work on a brand identity, I'm not just choosing colors or designing a logo. I'm thinking about questions like:
• How should customers feel when they first see the brand? • What makes this business different from its competitors? • Will this identity still feel relevant in five years? • Can the visual system scale across packaging, digital, and print?
Great branding isn't decoration—it's a business tool.
If you're launching a new brand or repositioning an existing one, invest in strategy before aesthetics. The design becomes much more effective when it's built on a solid foundation.
What's one brand identity that immediately earned your trust the first time you saw it?
Nice work, Victor