DTC before "DTC" was DTC.

What if the founder’s personality is the whole brand?

Before direct-to-consumer became a category, Dollar Shave Club was a startup trying to persuade people there was a better way to buy razors. Laura designed the now-iconic company’s very first brand identity, which helped give the young company a tone and presence equal to its proposition: simpler, funnier, and entirely unlike the legacy brands it intended to challenge.

Just five years after launch, Dollar Shave Club was acquired by Unilever for a reported $1 billion in cash.

The point was never, “simple wins.” It was that an emerging brand could use a shapely defined point of view to compete with enormous incumbents without adopting their language or visual codes. Pretty simple.