A Unique Journey from Idea to Ice: The Studio Neat Story
On a frigid February evening in 2013, friends Tom Gerhardt and Dan Provost sought refuge in a cozy Brooklyn bar, diving into mixology and research & development for their design firm, Studio Neat. Both were novice bartenders curious about enhancing their home bar experience, ultimately drawing inspiration from the delightful cocktails they enjoyed at the bar.
One standout establishment in Brooklyn is the Clover Club, known for its well-crafted cocktails and a unique flair. It’s the kind of place where a drink might be served in a whimsical miniature pirate ship, and the signature cocktails are crafted with a strikingly large square of crystal-clear ice. It was Provost’s fascination with that pristine ice that sparked a conversation about recreating it at home. However, their initial attempts were disheartening, leading both men to conclude that achieving that clarity was nearly impossible.
But rather than give up, they embraced the challenge. Over the next three months, Gerhardt and Provost filled their freezers with trial after trial of imprecise ice. Finally, they discovered that creating a large block of ice and trimming the cloudy sections was the key to making clear ice at home—a solution that seemed feasible for others to replicate. They then set about acquiring the necessary components and packaging to bring their idea to life.
In August 2013, they unveiled their innovative Neat Ice Kit on Kickstarter. This fourth campaign proved to be their most successful yet, raising an impressive $155,519 from over 2,200 enthusiastic backers. Now, for a price equivalent to five cocktails at the Clover Club, anyone could create their own dazzling ice at home, all thanks to what began as an idea brainstormed in their respective kitchens in Austin, Texas.
Scaling production to meet demand is a complex task, but advancements over the past decade have made it increasingly attainable. Gerhardt and Provost’s story reflects the remarkable shifts in how small companies can thrive today. While a decade ago they may have been relegated to operating a local shop or selling goods at farmers’ markets, they capitalized on new tools like Kickstarter and 3D printing to transform their concept into a reality. Studio Neat successfully managed everything from manufacturing to bookkeeping with a minimal setup—two desks, a couple of iMacs, and a 3D printer. They have emerged as symbols of a contemporary business model, demonstrating how a focused vision can lead to success from even the most modest beginnings.
In an enlightening moment, Gerhardt remarked on the changing landscape of entrepreneurship, noting, “We sell on Amazon.com, so there’s no distinction, from a customer perspective, between us and larger brands.” It’s true that while giants like Apple may have superior products, the barriers have dissolved, allowing innovative creators the chance to establish their brands from their own homes, reminiscent of the Silicon Valley ethos of garage startups.
Gerhardt and Provost’s friendship runs deep; both are 31 years old, share a love for plaid clothing, facial hair, and barbecue, and even resided in similar apartments back in New York. They transitioned from city life to quieter neighborhoods outside Austin, where we caught up at The Salt Lick, a beloved barbecue joint near their homes. As they savored their meal, Gerhardt did most of the talking, while Provost, more reserved, occasionally brushed his hair back, both laughing at how alike they are.
They both possess a keen eye for design and a touch of pickiness. When the iPhone 4 debuted in 2010, Provost admired its camera but felt it lacked a critical feature: the ability to mount it on a tripod. This gap in the market prompted them to collaborate on a solution, which resulted in the Glif, a simple yet practical accessory that allowed users to attach their phones to a tripod and serve as a stand.
To fund their prototype production, they launched a campaign on Kickstarter in October 2010. Their earnest video presentation garnered attention and, thanks to a boost from well-known tech commentator John Gruber, they quickly surpassed their $10,000 goal, ultimately raising over $130,000. Gerhardt noted, "We became one of the first significant products on Kickstarter,” highlighting their role in redefining crowdfunding.
Prior to the Glif, the platform mainly featured creative projects like music and film. However, the success of Gerhardt and Provost’s campaign opened the floodgates for aspiring designers and entrepreneurs, setting the stage for the Kickstarter playbook that exists today. As Kickstarter’s director of design and tech communities put it, they instinctively shaped many of the conventions that define the platform now.
Through determination and creativity, Gerhardt and Provost have demonstrated that with passion and innovation, anyone can turn a simple idea into a thriving business.