The Story of a Brand

When I sat down with Eric Dominijanni, the founder of FIOR Scotch, I knew this was going to be more than a conversation about spirits; it was going to be about reinvention.  Eric’s background in beverage alcohol and his vision to bring a new type of scotch to a new kind of drinker made this a compelling deep dive into brand building, innovation, and identity. FIOR isn’t trying to be your grandfather’s scotch. It’s a bold, flavorful, and inclusive brand crafted for those who might have never considered sipping scotch before. Eric shares how he’s breaking category conventions, embracing American culture while honoring Scotch tradition, and creating a brand that welcomes the “new wave” consumer.  Whether you’re a spirits enthusiast, a founder, or someone fascinated by modern brand storytelling, you’ll find something inspiring in Eric’s journey. Here are a few highlights from our conversation: * Why Eric calls FIOR a “cultural remix” of old-world Scotch and modern American vibes   * The branding decisions that make FIOR feel more like streetwear than traditional spirits    * How flavor, accessibility, and breaking rules are central to winning over a younger, more diverse audience    * What Eric learned launching a premium alcohol brand without relying on the “usual suspects” of Scotch marketing    * His candid reflections on risk, resilience, and trusting your gut as a first-time founder   Join me, Ramon Vela, in listening to the episode and hear how Eric is shaking up one of the most traditional categories in spirits—and why the future of Scotch might just look a little different than the past. For more on FIOR Scotch, visit:  https://www.fiorscotch.com/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsors: Saral - The Influencer OS: https://www.getsaral.com/demo SARAL is the all-in-one influencer platform that finds brand-aligned creators, automates outreach, and manages everything in one place. Request a live demo today. Let the SARAL team know you're a The Story of a Brand Show podcast listener to get an extended free trial! Visit the link above. 

What does it take to elevate a simple, everyday product into a beloved premium brand?  In this episode, I sat down with Lindsey Johnson, Co-Founder & CEO of Weezie Towels, to talk about how she’s redefining the towel category with quality, intentionality, and customer delight at the core. Lindsey shares how Weezie was built from scratch with a focus on product excellence, brand storytelling, and community feedback. From launching with just a few SKUs to expanding into custom monograms and thoughtful gifting experiences, Weezie’s journey is packed with lessons on scaling direct-to-consumer (DTC) operations, maintaining high standards in manufacturing, and adapting to shifting consumer expectations, while staying grounded in its purpose. Here are a few highlights from our conversation: * How Lindsey turned a gap in the towel market into a premium, design-led opportunity * The importance of obsessing over every customer touchpoint—from box to bathroom * Why feedback loops helped shape their core product line and brand evolution * Building a retail-ready experience while staying loyal to DTC roots * What it really means to lead with trust, transparency, and intuition   Join me, Ramon Vela, in listening to the full episode to hear what it takes to build a movement around conscious consumption, one bottle at a time. For more on Weezie Towels, visit:  https://weezietowels.com/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsors: REViVE Amazon Marketing Partners: https://revivemp.com/ REViVE Amazon Marketing Partners helps better-for-you CPG brands win on Amazon with niche expertise, founder-led strategy, and a true partnership model. Built by a CPG founder with a successful exit, REViVE only works with brands they believe in. Curious if Amazon is right for you? Book a Free Deep Dive Strategy Session today.

In this episode, I had the pleasure of sitting down with Allana Hurst, the energetic and passionate owner of Tights, Tights, Tights, a brand that’s as fun to say as it is to shop.   From the moment we started talking, it was clear that Allana brings heart, hustle, and a sense of humor to everything she does. We explored what it takes to scale a family business with integrity, how she’s reinventing a legacy retail experience for modern consumers, and what it means to stay true to your values in a fast-changing world. This conversation is filled with lessons on entrepreneurship, resilience, and how a niche business can cultivate genuine loyalty. Here are a few highlights from the episode: * The origin story of a brand that puts fit, function, and fun first. * How Tights, Tights, Tights balances brick-and-mortar with ecommerce growth. * Lessons from leading with empathy, humor, and grit in a competitive market. * Why customer experience isn’t just a department, it’s the heart of the brand. * What it really means to build a brand around confidence, comfort, and community. Join me, Ramon Vela, as we listen to the episode and discover how Allana is proving that legacy retail can evolve and thrive with purpose and personality. For more on Tights Tights Tights, visit: https://www.tightstightstights.co.uk/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsors: Color More Lines: https://www.colormorelines.com/get-started Color More Lines is a team of ex-Amazonians and e-commerce operators who help brands grow faster on Amazon and Walmart. With a performance-based pricing model and flexible contracts, they’ve generated triple-digit year-over-year growth for established sellers doing over $5 million per year. Use code "STORY OF A BRAND” and receive a complimentary market opportunity assessment of your e-commerce brand and marketplace positioning. 

If you’ve ever wondered what it takes to turn a simple idea, like chewing gum, into a performance-driven, clean-label product with serious staying power, this episode is for you. Today, I’m talking with Logan Wright, Co-founder of Greco Gum, a brand redefining what gum can be. Logan shares the real story behind launching a functional gum designed to energize, support focus, and fit seamlessly into active lifestyles.  From early product formulations in a blender to landing on shelves in Erewhon, this is a founder journey that proves how much grit, clarity, and consumer empathy it takes to disrupt even the most overlooked CPG categories. Here are a few highlights from our conversation: * Why Logan saw an opening in the market for better-for-you, functional gum * How they formulated a clean, no-compromise gum with real performance benefits * Lessons from testing in real life—gyms, marathons, and startup grind * What it takes to win early DTC sales and build trust with retail buyers * Balancing brand identity, efficacy, and storytelling from the ground up Join me, Ramon Vela, in listening to the episode and get inspired by how Greco Gum is bringing a fresh perspective to wellness, one chew at a time. For more on Greco Gum, visit:  https://grecogum.com/ If you enjoyed this episode, please leave The Story of a Brand a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsors: Workspace6 - Private Community for 7, 8, 9-figure Brands: https://www.workspace6.io/ Workspace6 is a private community where over 950 seven, eight, and nine-figure brand operators trade insights, solve problems, and shortcut growth. It's the anti-fluff operator's room, and for your first 30 days, it's just $1. Get real answers and skip the trial and error.

This interview left me feeling inspired and grounded.  I sat down with Hayley and Stephanie Painter, the passionate co-owners behind Painterland Sisters, a family-run brand that’s redefining what it means to bring food from farm to spoon.  Raised on a fourth-generation regenerative farm in Pennsylvania, they’ve taken their roots and turned them into a vibrant, values-driven business that’s nourishing people and the planet. In our conversation, we dive into how their Icelandic-style yogurt is not just a product, but a platform for connection, connecting consumers to farming, sustainability, and rural America. We talk about the highs and lows of building a CPG brand with family, the grit it takes to stay mission-aligned, and how they’re navigating retail with boldness and heart. It’s a story of sisterhood, soil, and serious entrepreneurial spirit. Here are some highlights from the episode: * How a regenerative farm upbringing shaped their business philosophy * The decision to launch with Icelandic-style yogurt—and why that mattered * What it takes to scale from local markets to national retail chains * Why storytelling and transparency are central to their brand DNA * Lessons learned from staying rooted in values while growing fast Join me, Ramon Vela, in listening to the episode and discover how two sisters are turning rural pride and regenerative farming into a standout CPG brand with heart. For more on Painterland Sisters, visit: https://painterlandsisters.com/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsor: Augmentum Media - Influencer Marketing for Consumer Brands: https://www.augmentum-media.com/story What secret do fast-growing Health and Wellness brands like Xtendlife, Nourished, and Hunter & Gather share? They all outsource their influencer marketing to the experts at Augmentum. Augmentum is offering "The Story of a Brand Show" listeners a 30-minute consulting session AND a personalized influencer strategy plan built by their experts for you to implement either with them or in-house. Visit the link above to learn more. 

When it comes to rewriting the rules of women’s health, few founders are doing it with as much heart, rigor, and clarity as Tovah Haim.  In this episode, I sit down with the founder and CEO of Bodily, a brand transforming the postpartum and reproductive health space by making invisible experiences visible and giving women the support they deserve. We talk about the glaring gaps in education and product design that exist for birthing and miscarriage experiences, how Bodily is changing the narrative with science-backed, radically empathetic solutions, and what it takes to pioneer a new category while honoring a deeply personal mission. Tovah’s story is one of courage, clarity, and an unwavering commitment to serving women on their terms. Here are a few highlights from our conversation: * Why most postpartum products weren’t designed with women in mind, and how Bodily is changing that * The role of data and scientific rigor in developing Bodily’s product line   * Lessons on educating a consumer who’s underserved, overwhelmed, and often overlooked   * How the brand approaches both DTC and retail with intention and empathy   * The power of building from lived experience and staying anchored to purpose as you scale Join me, Ramon Vela, as I listen to the episode and discover how Bodily is reshaping the future of women’s health with integrity, innovation, and impact. For more on Bodily, visit:  https://itsbodily.com/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsors: Compass Rose Ventures - Advisor for CPG Brands: https://compassroseventures.com/contact/ Compass Rose Ventures can help your CPG brand increase customer lifetime value, expand into the US market, create an omnipresent omnichannel footprint, optimize customer journeys, build brand communities, and more. Visit the link above to learn more.  Saral - The Influencer OS: https://www.getsaral.com/demo SARAL is the all-in-one influencer platform that finds brand-aligned creators, automates outreach, and manages everything in one place. Request a live demo today. Let the SARAL team know you're a The Story of a Brand Show podcast listener to get an extended free trial! Visit the link above. 

When a brand makes you smile just by looking at it, you know there’s something special going on.  That’s exactly how I felt when I discovered IZIPIZI,  a company on a mission to bring style, joy, and accessibility to eyewear.  In this episode, I sit down with Charles Brun, Co-founder and CEO of IZIPIZI, to explore how they transformed a simple idea into a global lifestyle brand by leading with design, affordability, and human-centered values. Charles and I delve into IZIPIZI’s journey from a class project in France to its distribution in over 7,000 stores across more than 80 countries. We talk about the power of simplicity, the discipline of great design, and how his team keeps joy at the center of their brand, even as they scale.  Whether you’re building a brand from scratch or looking to rediscover your "why," there’s so much to learn from their intentional and inclusive approach. Here are a few highlights from the episode:   * How three college friends turned a school idea into a multimillion-dollar brand.   *Why international expansion starts with listening, not assumptions.   * The role of simplicity, functionality, and “smile design” in standing out in a crowded market.   * Building retail partnerships without losing the brand soul.   * Keeping purpose and product quality aligned as you grow. Join me, Ramon Vela, as we listen to the full episode and get inspired by a brand that’s making vision care both stylish and joyful for everyone. For more on IZIPIZI, visit: https://www.izipizi.com/us_en If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsors: Compass Rose Ventures - Advisor for CPG Brands: https://compassroseventures.com/contact/ Compass Rose Ventures can help your CPG brand increase customer lifetime value, expand into the US market, create an omnipresent omnichannel footprint, optimize customer journeys, build brand communities, and more. Visit the link above to learn more.    Color More Lines: https://www.colormorelines.com/get-started Color More Lines is a team of ex-Amazonians and e-commerce operators who help brands grow faster on Amazon and Walmart. With a performance-based pricing model and flexible contracts, they’ve generated triple-digit year-over-year growth for established sellers doing over $5 million per year. Use code "STORY OF A BRAND” and receive a complimentary market opportunity assessment of your e-commerce brand and marketplace positioning. 

When you meet someone building a brand with soul, you feel it.  That’s exactly what happened when I spoke with JW Wiseman, the founder of Curious Elixirs, a line of booze-free cocktails that doesn’t just skip the alcohol but adds in adaptogens, bold flavor, and a whole lot of purpose. We discuss how this brand was born out of personal transformation, how JW is rethinking the celebration culture, and why staying curious has become a guiding principle for both life and business.  This is a story about conscious consumption, brand intimacy, and staying true to your values, even when it’s hard. If you’re interested in building something that blends health, flavor, and meaning, this one’s for you. Here are a few highlights from the episode: * Why JW calls Curious a “functional celebration” brand, not just a drink. * The role of adaptogens and how they elevate the non-alcoholic experience. * Bootstrapping and finding the right DTC growth model in a nuanced category. * How they’ve built deep emotional resonance with their community. * The power of naming, storytelling, and ritual in CPG branding. Join us in listening to the full episode to hear what it takes to build a movement around conscious consumption, one bottle at a time. For more on Curious Elixir, visit:  https://curiouselixirs.com/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsors: Compass Rose Ventures - Advisor for CPG Brands: https://compassroseventures.com/contact/ Compass Rose Ventures can help your CPG brand increase customer lifetime value, expand into the US market, create an omnipresent omnichannel footprint, optimize customer journeys, build brand communities, and more. Visit the link above to learn more.    REViVE Amazon Marketing Partners: https://revivemp.com/ REViVE Amazon Marketing Partners helps better-for-you CPG brands win on Amazon with niche expertise, founder-led strategy, and a true partnership model. Built by a CPG founder with a successful exit, REViVE only works with brands they believe in. Curious if Amazon is right for you? Book a Free Deep Dive Strategy Session today.

When Rose Hamilton, Founder of Compass Rose Ventures, first tried Aplós, she knew there was something different, sophisticated, calming, and beautifully intentional.  In this episode, Rose sits down with David Fudge, Co-founder and CEO of Aplós, to unpack how he’s not just building a brand—he’s reimagining what it means to unwind. From Bonobos to beverage, David’s journey is a masterclass in blending creative vision with operational strategy. We dive deep into how Aplós is breaking category codes while anchoring to timeless consumer desires. David shares how his fashion-forward, design-driven mindset helped shape a non-alcoholic spirit brand that’s as emotionally resonant as it is operationally sound.  Whether you’re a founder, marketer, or brand strategist, this episode is full of insights that will have you rethinking what brand-building really means today. Here are a few key moments to listen for: * How David leveraged a non-beverage background to challenge industry norms—and why not knowing the rules can be an asset. * The concept of “disciplined disruption”: choosing which category codes to break and which to honor. * Why bartenders—not just consumers—are key to Aplós’s advocacy and growth strategy. * Building a go-to-market strategy rooted in both aspiration and data: from DTC learnings to luxury retail partnerships. * David’s powerful mantra: “Be convicted in vision, malleable in strategy,” and what it means for modern founders navigating fast-changing landscapes. Join us in listening to the episode to discover how David is crafting more than a product. He’s creating a cultural shift in how we gather, relax, and connect. This is a story of vision, values, and the bold art of brand building. For more on Aplós, visit:  https://www.aplos.world/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsors: Compass Rose Ventures - Advisor for CPG Brands: https://compassroseventures.com/contact/ Compass Rose Ventures can help your CPG brand increase customer lifetime value, expand into the US market, create an omnipresent omnichannel footprint, optimize customer journeys, build brand communities, and more. Visit the link above to learn more.      Workspace6 - Private Community for 7, 8, 9-figure Brands: https://www.workspace6.io/ Workspace6 is a private community where over 950 seven, eight, and nine-figure brand operators trade insights, solve problems, and shortcut growth. It's the anti-fluff operator's room, and for your first 30 days, it's just $1. Get real answers and skip the trial and error

When your product is born out of love, necessity, and a mission to help others, it shows.  In this episode, I sit down with Jesslyn Rollins, CEO of BIOLYTE, the first medical-grade hydration drink formulated to deliver the benefits of an IV bag in a bottle. What started as a way to help her mom during cancer treatment has grown into a mission-driven brand helping people stay hydrated across healthcare, athletic, and everyday wellness settings. We dive into Jesslyn’s inspiring entrepreneurial journey, how she leaned on her background in theater to sell products from the ground up, and how BIOLYTE’s science-backed formula is shaking up a legacy category. From packaging evolution to retail expansion and customer education, this episode is packed with lessons in resilience, brand building, and staying true to your mission. Here are a few highlights from the conversation: * How a doctor’s IV formula became a game-changing hydration solution * Why improv, persistence, and performance shaped Jesslyn’s sales success * The power of packaging: how “IV in a bottle” doubled sales * Why dehydration isn’t just about thirst and how BIOLYTE goes beyond water * What it really takes to scale a beverage brand with zero outside capital Join me, Ramon Vela, in listening to the full episode and discovering how BIOLYTE is helping redefine hydration, one bottle at a time. For more on BIOLYTE, visit:  https://drinkbiolyte.com/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don’t forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today’s Sponsors: Compass Rose Ventures - Advisor for CPG Brands: https://compassroseventures.com/contact/ Compass Rose Ventures can help your CPG brand increase customer lifetime value, expand into the US market, create an omnipresent omnichannel footprint, optimize customer journeys, build brand communities, and more. Visit the link above to learn more.    Augmentum Media - Influencer Marketing for Consumer Brands: https://www.augmentum-media.com/story What secret do fast-growing Health and Wellness brands like Xtendlife, Nourished, and Hunter & Gather share? They all outsource their influencer marketing to the experts at Augmentum. Augmentum is offering "The Story of a Brand Show" listeners a 30-minute consulting session AND a personalized influencer strategy plan built by their experts for you to implement either with them or in-house. Visit the link above to learn more.