Few companies would be so bold as to brand a product as "ugly," but this is exactly what Ugly founders Hugh Thomas and Joe Benn did for their line of flavored water drinks.
The pair found themselves fed up with products that claim to have the power to make your life better, dressed up in attractive packaging that actually hides harmful ingredients. Ugly flavored water was designed to stand out in a saturated market, pitting itself against these kinds of products by proving it has nothing to hide. To make this distinction clear, Ugly is branded as an "unsweet water" that is only flavored by natural ingredients.
Although Ugly's products are packaged in a pleasing way, the self-aware, transparent marketing tactics will speak to consumers who want to bond with brands that also reject the status quo.
Candid Water Branding
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Vibrantly Flavorful Water Branding