goodwipes / Barrel — CPG Commerce Agency

Bringing Goodwipes’ Cheeky Clean to Life With a Brand-First Shopify Redesign

Goodwipes is shaking up personal care with premium, actually flushable wipes and a fun, fearless tone. With strong retail and Amazon momentum, the brand partnered with Barrel to bring its refreshed identity online and build a digital experience that educates, builds trust, and makes wiping wetter feel exciting and empowering.

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The Challenge

Goodwipes was entering a major brand evolution and needed a website and email designs that matched the growth and new packaging designs. While the brand thrived in retail and on Amazon, the DTC site no longer reflected the new visual identity, Gen Z tone, or education-first mission.

Our focus was to create a site that felt premium and playful, clarified the “actually flushable” story, and guided shoppers seamlessly across online and in-store purchase paths.

We translated Goodwipes’ updated identity into a bold, playful, elevated design system with scent-based colors, cheeky copy, and a flexible modular layout that kept flushability education front and center.

We built a site where education, trust, and storytelling come first. The new website highlights benefits, ingredients, and fragrance profiles while easing shoppers into retail, Amazon, or subscription.

We built educational moments throughout the site, including a dedicated flushability story, to explain why most wipes aren’t safe to flush and how Goodwipes stands apart with a truly flushable, plumbing-safe, better-for-you experience. Our goal was to turn unaware visitors into confident, informed customers.

We reimagined the product pages to make each scent come alive, combining scent-driven visuals with trust-building messaging around Goodwipes’ ‘actually flushable’ promise. To drive conversion, we added smart upsells and product bundles to increase AOV.

We brought each scent to life with its own visual treatment and color system, helping shoppers quickly connect with fragrances they love while reinforcing the brand’s vibrant, confident personality.

UGC and shoppable videos showcase social proof and connect shoppers to real customer stories.

We redesigned key email templates and flows, including welcome, education, and subscription, to reflect the brand personality and drive repeat purchase.

Why It Matters

Goodwipes is redefining a category that desperately needed personality, education, and trust. The new site turns curiosity into credibility, makes hygiene fun, and helps shoppers discover a product that is better for them and the planet.

With a digital presence that matches the brand’s bold voice and clarity around flushability and sustainability, Goodwipes is positioned to grow online, in store, and everywhere people wipe.