Young & Laramore

First Cup


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 “First Cup” packaging serves an ode to the bleary-eyed and sleep deprived. It’s bedhead at it’s worst, which is actually bedhead at it’s finest.


Brizo


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website