When we first began work on this brand, research showed that people identified with the Ugly Mug name, but its existing packaging didn’t leverage that affinity. So, we set out to re-brand Ugly Mug with packaging, advertising, a blogger relations campaign and a strong new identity system complete with authentic wood cut type and an anti-cloyingly-Starbucksian-coziness-attitude to fit.
The Ugly Mug print campaign was designed to be as bold as the roasts themselves. And, with lines like “Your alarm clock doesn’t ‘get’ you. Like a good little digital solider, it blindly follows last night’s orders. 6:45? 6:45 was merely a suggestion,” we’d say it does just that.