Young & Laramore

Saving Grace


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 “Saving Grace” packaging is merely an exterior barrier to the true saving grace that lies inside: a well-balanced Guatemalan roast that’s unabashedly U-g-l-y.


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