Young & Laramore

Who Is This Person?

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. “Who Is This Person” is an ad about all of us, really. Whether you’re the woman deranged, or the man at her side there are some people who are simply not to be trifled with before the morning Cup ‘o Joe.


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