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.

Visit Website

Our Partners

Apps & integrations on this project.

Opportunity

As Goodwipes refreshed its brand identity and packaging, the team needed a digital experience that matched its bold voice while educating shoppers on what makes the product “actually flushable.” The opportunity was to redesign the Shopify site to balance playful storytelling with trust-building education and omnichannel 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.

Impact & Results

The new experience helps Goodwipes turn curiosity into confidence by clearly communicating product benefits, ingredients, and flushability. With stronger product storytelling and flexible paths to buy across DTC, Amazon, and retail, the site now supports brand growth across every channel.