From the off, Ugly have rejected received wisdoms: healthy drinks don’t come in cans; beautiful brands don’t call themselves Ugly. So for a brand that doesn’t take the conventional road, we needed a big, powerful idea that did the same.

We call it ‘The Ugly Truth’.

At once a slogan, a mission statement and a design ethos, it allows the brand to be their provocative and street-smart best, calling out the big dogs in the soda industry and beyond. Pairing that sense of duty with a distinctive, no-nonsense humour is a natural fit with Gen-Z’s desire for brands that stay true to their word.

As a result, the spirit of ‘The Ugly Truth’ runs through everything the brand touches, from the tone-of-voice on their social media, through to tackling gender inequality via their partnership with Girl Up.

Provocative in style and unfiltered in tone, Ugly is the antidote to a multi-billion dollar industry that over-promises and under-delivers.

The illustration style is bold and unapologetic, elevating the brand to protest-movement and graffiti-culture inspired heights: from the central 'U' logo and redefined typography, to a collective of fruits with attitude (F.W.A.) that grab attention spans wherever they go.

The copy similarly raises its game: sharp-tongued when tackling The Ugly Truth on social media, refreshingly self-deprecating when talking about the product itself, and always ready to rally the Ugly mob.

The heart of the brand is the packaging, as the key point-of-difference and ownable real estate, but the identity always had its eyes on bigger things – bold enough to stand-out in campaigns, cool enough to make sought-after merchandise, and adaptable enough to take on partnerships with UN foundations.

The goal was to rise above hipster sodas and bland waters to take Ugly mainstream. And since the re-launch in stores across Europe, the new brand world looks to be doing just that.

Following the introduction of the new identity, Ugly has secured listings in Tesco, Whole Foods, Amazon, W.H.Smith’s, Uber Eats and Planet Organic resulting in a 407% uplift in sales year on year.

Additionally, Ugly's social media following has tripled across all platforms since the new branding was introduced.