CHALLENGE

Create a stand-out brand for a flavoured sparkling water with a true difference.

INSIGHT

The product was created for consumers who are looking to make informed healthy choices without needing a science degree to understand what they are really consuming. Inspired by the product ethos we wanted the brand to be totally honest and transparent, avoiding marketing fluff and empty promises.

SOLUTION

We generated the name Ugly to create stand out in a very crowded market place and to catch the attention and imagination of the customer. Ugly pits itself against all those brands that are dressed up to look pretty and good for you, whilst hiding a load of nasties inside.

To ensure that consumers appreciated the irony in the name, and to ensure Ugly still felt approachable and friendly, we created a fun logotype and locked this up with the unique core product message: ‘unsweet water’. To bring to life the product truth of water, with a hint of natural flavor, and nothing else, we designed a vibrant water background with abstract fruit punching through. With a cap cover saying ‘Because you’re sweet enough already!’ consumers can be reminded of what makes Ugly a better choice

CLIENT

Ugly

SECTOR

FMCG

REGION

UK

WHAT WE DID

Naming, Brand Design, Packaging Design