DOLLAR SHAVE CLUB

IDENTITY, BRANDING, BRANDING CREATIVE DIRECTION

Agency: Jewell Studio - Independent

DTC before DTC happened.

For razors-by-mail phenom Dollar Shave Club, collaborated
with founder Michael Dubin and VC firm on brand identity
for the launch of video starring Dubin (and guy in bear suit)
that scored 28+ million views and counting.

Some campaigns last an entire career. Laura collaborated with founder Michael Dubin and VC firm Science to launch Dollar Shave Club’s first brand identity in its brand infancy. Dollar Shave Club immediately became a global model in direct-to-consumer advertising and was acquired by Unilever for a reported $1 billion in cash just 5 years later.

The video spot that started the brand has been labeled as “the first viral video,” and in the 12+ years since its launch, Dollar Shave Club has been the subject of documentaries and business school case studies, and labeled as the brand that “broke Gillette’s monopoly with a viral video.”