A completely sugar-free flavoured water for millennial consumers that don't want a brand that promises to make you faster, stronger, more intelligent or more beautiful!
Ugly by name but not by nature!
The name 'Ugly' was chosen to engage and cause a stir in a very crowded market place, the name also embodies the ethos and attitude of the brand. Its mission is to make us healthier, more aware of what we are putting into our bodies and expose the brands that claim one thing but do another.
The brand identity and packaging design was kept simple and innocent in its look and feel to counter balance the attitude of the brands name.
Ugly. Flavoured water without the make up!