Ugly, by Identica


ugly_thumbnailIdentica has created the branding and packaging for a new infused “un-sweet water”. Ugly founders Hugh Thomas and Joe Benn were tired of buying products that promised to make them faster, stronger or more beautiful, according to the consultancy, which coined the name.

Identica says: “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 core product message: ‘unsweet water’, again stressing the positive difference between this and competitor offers.  Because the brand is all about transparency we designed the logo to be white out of the watercolour background”.Each watercolour represents a different flavour.