CHALLENGE

Create a brand for a flavoured 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 came up with 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 us with the core product message: ‘unsweet water’. Because the brand is all about transparency we designed the logo to be white out of the watercolour background. To keep the design simple and impactful we changed the colour of the watercolour background to communicate the different flavours across the range.

‘Identica were a pleasure to work with and instrumental in bringing the Ugly brand to life. We were consistently impressed by the team’s creativity and commitment to bringing something truly different to market. We are delighted with the results’  Hugh Thomas & Joe Benn – Co–Founders, Ugly Drinks

CLIENT

Ugly

SECTOR

FMCG

REGION

UK

WHAT WE DID

Naming, Brand Design, Packaging Design