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. “Morning People” calls its shot and takes it—no mercy. But really, let’s be real here: who hasn’t wanted to “pick off, swat down and crush the hope out of” a morning person or two?