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What's unique about their branding? I've seen that logo a million times before[1].. http://yourlogoisnothardcore.tumblr.com/

[1] not that I really have any problem with it. It's a popular template to copy and many have used it successfully.

[edit] Bleh, formatting fixed. I hate the various inconsistencies of markdown implementations.

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Branding != logo.

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.

A better place to look is their video ads, which have gotten quite a bit of viral traction: https://www.youtube.com/user/DollarShaveClub

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.

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