It is unique enough to stand apart, but not so far out there that its unapproachable or unnecessarily too hipster, and manly enough without scaring off the metro-sexual or gay crowd (and please, don't take this as offense, it's just that they gravitate to certain brands that are more "gentlemenly" than flat out "manly").
Their website portrays their brand extremely well, their famous video (https://www.youtube.com/watch?v=ZUG9qYTJMsI) is absolutely amazing for how low budget it is, and, well, how fail it is and they just keep rolling with it. Its genius.
I just wish they'd veer into the double edged safety razor market, which in my opinion, needs a bit of disruption too.
As a gay subscriber, I completely agree with "manly enough without scaring off the metro-sexual or gay crowd." Masculine without being defensive about it.
The logo seemed like a good place to start. Look up "hipster ribbons" and "hipster arrows" and "hipster fonts" and you can find the rest of the pieces that make up their style. They've got a complete implementation of a popular formula; it's nicely done but it's far from unique.
The DSC business model is really simple: take a no-name commodity product (Dorco razor blades: see http://lifehacker.com/5903771/forget-dollar-shave-clubbuy-th...), wrap it in very-social-sharing-friendly marketing, charge three times as much. Boom, you make enough money to cover the costs of the marketing and then some.
It is unique enough to stand apart, but not so far out there that its unapproachable or unnecessarily too hipster, and manly enough without scaring off the metro-sexual or gay crowd (and please, don't take this as offense, it's just that they gravitate to certain brands that are more "gentlemenly" than flat out "manly").
Their website portrays their brand extremely well, their famous video (https://www.youtube.com/watch?v=ZUG9qYTJMsI) is absolutely amazing for how low budget it is, and, well, how fail it is and they just keep rolling with it. Its genius.
I just wish they'd veer into the double edged safety razor market, which in my opinion, needs a bit of disruption too.