The Brand Study

We sat down with Sarah and Chris Rhoads, founders of Commbi, the footwear brand redefining the tradeoff between style and comfort with a patented interchangeable footbed system. Before entering footwear, Sarah and Chris Rhoads built their creative studio, We Are The Rhoads, leveraging their backgrounds in photography and videography to work with leading brands and develop a deep understanding of visual storytelling, product positioning, and what drives consumer attention. That experience became a direct advantage, shaping how they approached Commbi, from product design to brand execution, allowing them to move faster, iterate with intention, and build with a clear point of view from day one.We break down how they leveraged that existing skillset to their advantage, applying creative strategy, rapid iteration, and production expertise to build Commbi from first principles. From early prototyping to brand development, their creative foundation became a key driver of speed and differentiation.This episode covers footwear innovation, DTC growth strategy, and how leveraging your core skillset can unlock product development, brand clarity, and scalable growth.

Asset is building in one of the most overlooked categories in wellness. In this episode, Chad O’Connell breaks down how he turned a personal health problem into a scalable consumer brand by focusing on product performance, sharp positioning, and disciplined execution.We get into what it actually takes to launch in a taboo space, from validating demand before manufacturing to navigating platform restrictions that limit how you can market. Chad shares how over eighty product iterations led to a formula that works, why customer acquisition economics determine whether a brand survives, and how constraints can lead to stronger creative.This is a conversation about doing the unglamorous work. Testing, refining, and executing until something clicks.

We sit down with Indie Lee, founder of Indie Lee Skincare, the clean beauty brand that helped define modern standards for ingredient transparency. Today, the brand is carried in over 2,000 retail doors, including Whole Foods, Credo, and Ulta Beauty.Indie shares how a life threatening brain tumor diagnosis and being told she had six months to live became the catalyst for building a mission driven skincare brand, how early products made in her kitchen evolved into a global retail presence, and why focusing on education, ingredient transparency, and product efficacy gave Indie Lee Skincare its early growth advantage. She opens up about bootstrapping the business, selling personal assets to fund production, losing her home during the early years, and the resilience required to keep building through uncertainty.We also dive into the evolution of clean beauty, from a niche category to a multi billion dollar industry, and how Indie positioned the brand to compete with legacy beauty companies like Procter and Gamble and Unilever. Indie breaks down how formulation, packaging, and brand positioning unlocked major retail partnerships, and why building trust with consumers became the foundation for long term growth.Indie explains why “that moment was what fueled everything,” and how turning personal adversity into purpose can create a brand that reshapes an entire category.This episode is about resilience, product integrity, and scaling a clean beauty brand into thousands of retail doors, and it’s a masterclass in building a mission driven company that changes how consumers think about what they put on their skin.

JW Wiseman, founder of Curious Elixirs, shares the story behind one of the earliest premium non alcoholic beverage brands. What began as a personal reflection on drinking habits evolved into a new category of sophisticated alcohol free cocktails made with herbs, roots, botanicals, and fruit.Curious Elixirs was built without outside investors, why the brand releases only one new drink per year, and how designing for the ritual of drinking helped the product fit naturally into social settings. The conversation explores the early insights behind the sober curious movement, the discipline required to bootstrap a beverage company, and why cultural shifts often reward founders who start building long before the market catches up.

Today, we’re talking with Aaron Zagha, the CMO of Newton Baby, a brand that has redefined what safe sleep means for families.Newton has become one of the most trusted names in the industry by combining strict safety standards with thoughtful design, all with the goal of providing babies with the safest and best sleep possible. Their focus on innovation and transparency has not only built a loyal community but also elevated expectations across the entire category.Since launching, Newton has grown into a leader in the infant sleep space, expanding its presence online and in retail, and winning numerous awards along the way.In this episode, we’ll dive into how Newton has disrupted a category that hadn’t seen innovation for decades, how they earned trust in such a high-stakes market, and what’s next as they continue to scale their mission.

we sit down with Steven Borrelli, founder and CEO of Cuts, the apparel company redefining workleisure and scaling to nine figures in revenue.Steven shares how a single frustrating moment at work sparked the idea for the perfect tee, how a Kickstarter campaign became the launchpad for the brand, and why focusing on one product line gave Cuts its early growth advantage. He opens up about bootstrapping with credit cards, navigating near-death experiences like tariff shocks, and the financial discipline that kept the company alive.We also dive into Cuts’ evolution, from men’s tees to women’s apparel, golf, and outerwear, and how the brand attracts A-list ambassadors like Jeremy Piven, pro athletes, and creators who authentically connect with the product. Steven explains why “a company only dies when the founder runs out of energy,” and what it really takes to scale from a basement startup into a global lifestyle brand.This episode is about focus, financial discipline, and building momentum, and it's a masterclass in turning one product into an global business.

Global Healing is redefining natural health with science-backed supplements that put healing before hype. Founded by Dr. Edward Group in the late 1990s, the brand began inside a cancer clinic, where the search for clean, effective solutions led to the creation of OxyPowder. What started with one breakthrough formula has grown into a trusted global wellness company, still privately held, family-owned, and known for testing standards that reject 60% of raw ingredients before they ever make it to market.In this episode, you’ll learn how Global Healing built long-term customer loyalty by prioritizing education over trends, why their transparency-first approach has fueled retail partnerships with Sprouts and beyond, and how spending $2M annually on testing has set a new benchmark in the supplement industry.From soil-to-shelf purity testing and bold transparency campaigns to a team culture that mirrors the values it sells, the Global Healing story shows what it takes to build a resilient, independent brand in a crowded supplement market.

Moom Health is changing the face of women’s wellness in Asia. Founded by sisters Maya and Mili Kale, the company was born from Maya’s teenage diagnosis with PCOS and their shared frustration at the lack of natural, localized solutions in Singapore. What started with scrappy beta tests and hand-packed orders has grown into a regional powerhouse, sold by some of the largest retailers throughout Asia, trusted by thousands of women, and backed by $2.69M in funding from leading consumer investors.In this episode, you’ll hear why community has been their greatest product developer, and how persistence, not prior expertise, has unlocked manufacturing, capital, and retail scale. From cold emails and “fake doctor’s appointments” to building a 25-person team across three countries, their journey shows how conviction and community can fuel outsized growth in one of the world’s most competitive categories.

Bruce Langer is the Co-Founder and President of Langer’s Juice, one of the most recognizable juice bottles in the beverage aisle. What started at the farmers market turned into a national brand built on flavor, integrity, and relentless innovation. In this episode, Bruce breaks down how the brand grew into a household name without losing its soul. He shares how they built a vertically integrated supply chain, turned sustainability into a strength, and kept their product at the center of every decision.

Ali Bonar is the Co-Founder and CEO of Oat Haus, the company behind the world’s first granola butter. Her story is about discipline, resilience, and building something entirely new in the food world. From personal challenges to convincing investors and customers that a new category was worth believing in, Ali’s journey shows what it takes to stay committed when the path isn’t easy.She opens up about how discipline has been just as important as creativity in growing Oat Haus, why perseverance matters more than talent, and how staying true to her values helped carve out space in a crowded industry. Ali’s story is proof that success comes from showing up every day, even when others might quit.

Chlorophyll Water is the first shelf-stable bottled water infused with organic chlorophyll and is sold nationwide in Aloe Yoga, Whole Foods and other major retailers. Before chlorophyll drinks were trending on TikTok and Instagram, Matt recognized the health benefits of liquid chlorophyll and created a clean, ready-to-drink chlorophyll water that made the superfood accessible to everyone. With a background in New York hospitality running IndieFork, launched into CPG without any experience in the industry. In this episode, we discuss how Chlorophyll Water was bootstrapped, scaled into national retail stores, and built a strong brand identity in the competitive health and wellness industry.

In this episode, we sit down with Kate Jane Wong, co-founder of Noon, the wellness brand redefining what a gummy can be. With a background in branding and an eye for consumer behavior, Kate shares how Noon is breaking through one of the most saturated categories in wellness: gummies.We unpack how the team approached product formulation, visual identity, and positioning to carve out space in a crowded market, while avoiding the clichés that dominate the aisle. From building trust with a design-first approach to resisting industry shortcuts, this conversation provides a playbook in launching a modern wellness brand.

Mila isn’t just a success story, it’s a blueprint for how to scale without compromise. Co-founder Jen Liao joins us to break down how a small restaurant in Bellevue, WA evolved into a nationally distributed brand with $30M in venture funding and a fast-growing retail presence.We talk about their early days testing soup dumplings with a Google Form and PayPal link, how they scaled production while preserving quality, and why their rebrand from Xiao Chi Jie to Mila unlocked new levels of growth. Jen also shares the strategy behind bringing on Simu Liu as Chief Content Officer and how digital storytelling and agile advertising helped Mila stand out in a competitive category.

Maeve Chocolate isn’t just a rebrand, it’s a complete reimagining of what chocolate can be. Formerly known as Seattle Chocolate, the mother-daughter team of Jean and Ellie Thompson have transformed the brand into a storytelling engine with bold flavors, ethical sourcing, and characters that bring each bar to life. Discover how this Pacific Northwest staple is setting a new standard for chocolate with every bite.In this episode, you’ll learn how Maeve built a brand identity during a major transition, how they use storytelling and design to win attention in retail, and what it takes to lead with purpose in a legacy business. We’ll break down the strategy behind their bold new direction, and offer insights for anyone navigating a rebrand, a family business, or a saturated market.

Lisa Curtis is the founder and CEO of Kuli Kuli. What started as a Peace Corps project quickly evolved into one of the leading superfood brands in the market, driven by a commitment to economic empowerment and sustainability.We discuss how Kuli Kuli introduced moringa to mainstream consumers, built a global supply chain from the ground up, and navigated the challenges of scaling a mission-driven brand in the competitive CPG landscape.

In this episode, we sit down with Katie Rose Fischer-Price, the founder & artist behind K2 Clay. What started as a creative outlet after long shifts as a nurse has grown into a high-demand ceramics business—with timed shop drops that sell out in minutes. She's built a loyal and engaged social media audience, with over 400k followers across Instagram and TikTok.We talk about how Katie built K2 Clay without sacrificing her creative process, why she structured her brand around community engagement, and how she’s scaling intentionally without losing the original spark. If you’re building a creative brand and trying to grow without compromise—this one's for you.

In this episode, we sit down with Dave, co-founder and CEO of Laurel Bath House. Dave built a personal care brand from the ground up—bootstrapped, no outside capital—and landed retail partnerships with Goop and Urban Outfitters. Today, the brand is generating over $31K in monthly revenue.We talk about how Laurel Bath House found early traction, why Dave kept the brand lean, and how they’re standing out in a saturated market with minimalist design and genderless formulas. If you’re building a CPG brand from scratch and trying to do more with less—this one's for you.

In this episode, we sit down with Whitney Douglas, Head of Sales for North America at Living Alchemy. The supplement space is packed, but Living Alchemy has carved out a clear lane with its unique fermentation process and commitment to whole food ingredients.We talk about how the brand positions itself in a saturated market, how education drives velocity at retail, and why fermentation is their not-so-secret advantage when it comes to efficacy and customer loyalty.

In this episode, we talk with Melissa Cafagna at Settle, a fintech company that’s rethinking how consumer brands access capital. Settle has provided over $2.3 billion in financing to help CPG brands manage cash flow, extend payment terms, and scale without giving up equity. We get into the common financial challenges founders face, how to think about working capital as a growth tool, and what it actually looks like to build a funding strategy that supports inventory, marketing, and operations.

In this episode, we sit down with Kirk Hensler, founder and CEO of Hale Productions. Kirk built a full-service creative studio that produces premium content for global brands like Barbie, Ninja Kitchen, and Fjällräven. They deliver world-class content while running an efficient studio operation. We talk about how Hale Productions went from a solo operation to a multi-location production powerhouse, what it takes to scale content systems, and how to stay creative while managing big brand expectations. If you're growing a brand and need to create content fast and at a high level—this one's for you.

Nelly’s Organics is proof that slow, steady growth and a commitment to quality can build a lasting brand. Over 13 years, they expanded from a small operation to being sold nationwide in stores like Whole Foods, Albertsons, Sprouts, and Erewhon—without spending a dime on marketing or advertising. Instead, they focused on what mattered most: perfecting their healthy candy bars, optimizing manufacturing, and strengthening their supply chain. This episode breaks down how they scaled organically, navigating the challenges of distribution, retail partnerships, and maintaining product integrity at every step.