Bloody Good Brands: Duluth Trading Co.
Where rugged meets downright hilarious.
I was recently introduced to Duluth Trading Co thanks to an American client. They pinpointed them as one of their ‘inspiration’ companies for their use of humour.
And they’re bloody brilliant. So they made this month’s cut to be in my spotlight.
Hailing from the U.S., Duluth’s brand weaves durability as their product feature with cheeky humour and compound word creations into all aspects of their site and marketing. In a space where outdoor workwear brands can feel a tad "same old, same old", Duluth stands out, not just for their hardworking gear, but for the belly laughs and water cooler convo their marketing creates.
Unpacking the Goodness
So how do they do it? With their…
Epic personality
Unapologetic. Authentic. Cheek.
Duluth doesn't just sell clothes; they sell an experience. With animated lumberjacks, cheeky product names, and descriptors that’ll make you snort your morning coffee, they make workwear not just functional, but fun.
Their famous 'Buck Naked' underwear? I mean, come on! What's not to adore?
Genuine craftsmanship, no pretence
Behind the humour is rock-solid quality. Duluth is about durable, long-lasting products. They're transparent about their commitment to quality, without taking themselves too seriously. That's a rare balance to strike.
Note: The Fire Hose Flex Pants? 10,000+ epic reviews don’t lie, Baby.
Engaging the audience
Shopping with Duluth is like stepping into a cheeky comic strip that celebrates the hardworking individual. Their catalogues, their site, their socials every touchpoint is an adventure in humour and quality. They’re a living demo of ‘consistency is key’.
For a pair of knickers that sound like a chastity belt and chill box, check out Armachillo!
So it’s not all about the guys, “The company is clear about the type of women they’re marketing to — “women with tough, dirty jobs and hobbies.”
And they’re doing an impressive job of spotlighting strong women doin’ their thing…
Tips to try
So, if you want to get down and do the dirty work with your brand voice, try 3 tips I’ve taken from Duluth.
Play with words: Puns, metaphors, and playful jargon can infuse fun into descriptions and headlines. Like Duluth's "Crouch without the ouch!"
Stay authentic: It's crucial that the humour aligns with your brand's values. Don't force it; authenticity always shines through.
Stay updated: Humour evolves. What's funny today might be passé tomorrow. Stay updated with trends but ensure they align with your brand voice before jumping on them.
That’s all folks. Thanks for joining me on this brand journey!
Much love.
Mwah. 💋
