I was digging into a couple DTC toilet paper brands, but honestly the market view and positions in the space got me hype.
So here are my thoughts on:
💰the $31B US toilet paper industry
✉️a few DTC brands
🌲sustainability as a brand identity
🏪a couple retail incumbents
So, unsurprisingly, cutting down trees to make toilet paper is not the best thing for the environment.
And a bunch of DTC toilet paper brands are using this as a differentiator to connect with customers, playing towards the eco friendly “save the forests” angle.
☝️That story features @WhoGivesACrapTP. They’re the most prominent…
MeUndies is the fun underwear brand that you can’t stop hearing about. They’ve built an appealing presence in a historically unsexy category filled with neutral colors and loose waistbands. But these ain’t your granny’s panties, bro.
MeUndies blurs the lines between the intimate nature of underwear & the voyeuristic nature of social media to inspire their creative strategy, using it as the main lever for their brand attention on social media.
💦Drink week💦presents a thread on🍉Hint Water🍍
Hint is one of the more mature DTC brands, so I wanted to look more closely at how
💪Hint’s brand is strong yet flexible
🔑Data is a key asset
🔧Content is always a growth lever
🎤Hint uses Twitter for community empowerment
Hint Water’s branding is sophisticated, with enough color and youthfulness to be comfortable in the hands of women, men, and children. This flexibility allows Hint to grow across various demographics, while still focusing on 25–40 y/o women.
It’s subtle, but you can see that as the company grew, they evolved their creative to…
At a glance, Recess looks more like a high end restaurant than a d2c brand, which has really attractive implications for their word of mouth growth.
Like a high end restaurant, the design of their physical space creates an environment and feeling that you want to take home with you, and maintains an aura of social curiosity.
I can only describe this as a neon moonwalk.
ThirdLove is turning the expensive, painstaking journey of finding the perfect bra into a memorable, risk-free experience. How? Functional content that flows into their main value prop. A guaranteed fit, or money back. Upselling the right product at the right time.
Today, a good brand creates meaningful content. Putting it in accessible places for your audience is just as important to figure out.
Ask yourself how deeply can you connect with your customer? ThirdLove does in their navigation — Bra 101. Get like ThirdLove. Get on content.
I’m fascinated by Ugly Drinks! Here we go. Ugly Drinks is not your average D2C company. They’re actually both D2C and D2B2C — yes that’s right. Direct to Business to Consumer — selling to offices, getting into public fridges, building brand equity with employees.
They’re irreverently millennial, leaning hard into their pop art “no bullshit” approach to marketing.
C’mon — the ‘U’ in their logo is also a tongue 😜. It’s subtle, quirky and powerful. Whoever running brand at Ugly knows what they’re doing, and is having fun doing it.
Away is owning the door-to-door travel experience, not the destination.
👩✈️At this time, make sure your seat backs and tray tables are in their full upright position as we prepare for takeoff. We’ll be flying through @Away’s content, product, messaging, and brand positioning.🛄🛫
The desire to see the world is as old as time. But our ability to see it, relative to human history, has only emerged in the last few moments. Away isn’t about cheap hotels or convenient cabs.
They’re about doing the whole thing in style and making it seem effortless — not only to your friends, but…
This was originally a Twitter thread. Feel free to read it there.
Okay — I need to talk about Tracksmith, so settle in.
It’s rare to come across a brand that invests so much in strong, compelling creative — especially this “early” in their growth. I say early because, damn, they ain’t playin. I’m drooling over the aesthetic:
They’ve elevated the sport of competitive running beyond performance and into the realm of self-actualization. The commitment to content is impressive and almost on its own justifies the price points. But also, check out these prices:
The first type is heads down, solving a problem, tweaking something until it feels just right. Whether that’s code, or design, or tweaking that synth in a song panned just to the right so it hides perfectly under the hi-hat.
In this type of creation, I feel the siren call of a vision, pulling me closer and closer to bringing it into the world. I can toil away for hours, literally until the sun comes up without noticing my body aching or the biological mandate to sleep. …
Know when to stop — this idea has stuck with me from art classes in high school to producing music. You have to know when enough is enough. Learn to relax.
Sometimes the most valuable thing you can do is to not do any more.
There was a time when I thought being useful or productive at work looked like being busy. When I finished with what I needed to do, I would create more work — lining up tasks that I didn’t really want to do to fill my day. This would inadvertently rope in others (who have their…
DTC Strategist // Consultant at Marandiz & Co., Strategist at 2PM. Ex Product @HomeAway @CapitalOne @CastroPodcasts