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 tongue logo and redefined typography, to a collective of fruits with attitude (F.W.A.) that cause a ruckus and 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.