The Ugly Truth

In a world of fake news and lots of fake other stuff, Ugly keeps it real: a 100% natural alternative to artificial sweeteners. To prove that healthy doesn’t have to be boring, we developed a brand with an attitude that would subvert the big-name sugary competitors.

Capabilities

Brand Identity
Packaging
Campaign
Social Media Content

Featured

Brand New
Forbes
Pop Sugar
Quartz

Recognition

Clio Gold Award
D&AD Wood Pencil

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Channeling the unconventional spirit of the founders and the no-nonsense approach of the product, we created an irreverent brand that doesn’t hide behind marketing hype—delivering what we call ‘The Ugly Truth.’

Their fun, vibrant approach and slightly rebellious attitude is the radical branding that new generations have been hoping for.

FORBES

With initial sales of a quarter of million cans in the UK, Ugly has grown 400% YOY since the brand launched two years ago, and has recently expanded into the US.