# Candid Water Branding Ugly's Flavored Water Drinks are Branded to Show It Has Nothing to Hide By Laura McQuarrie | Published 2015-07-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/flavored-water-drinks References: [packagingoftheworld](http://www.packagingoftheworld.com/2015/07/ugly.html) & [uglydrinks](http://www.uglydrinks.com) 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](https://www.trendhunter.com/trends/soda-inspired-sparkling-water). The pair found themselves fed up with products that claim to have the power to make your life better, dressed up in [attractive packaging](https://www.trendhunter.com/trends/Rithms-Enlite) 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](https://www.trendhunter.com/trends/unsweetened-soft-drinks)" 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. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 23% | Activity: 22% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Transparent Branding:** Branding products with transparency, honesty, and authentic promises, can create an instant connection with consumers who seek genuine products. - **Anti-advertising:** Consumers prefer products with a more honest and genuine approach to advertising, showcasing authentic branding and product messaging over flashy ads and false promises. - **Natural Flavors:** Brands that focus on natural, organic, and simple ingredients are becoming more attractive as the public becomes more health-conscious, providing a prime opportunity for natural flavors in the beverage industry. ### Industries Being Reshaped - **Beverage Industry:** Creating a unique branding experience that promotes natural, health-conscious alternatives can disrupt the beverage industry. - **Marketing Industry:** Marketing, advertising, and PR firms can capitalize on the trend of transparent branding by promoting genuine and honest messages of their client’s products. - **Health Food Industry:** The natural and organic food and beverage industries can thrive by emphasizing their commitment to producing healthier products that are honest about ingredients and sourcing. ## Related on Trend Hunter - [Youth-Targeted Water Ads](https://www.trendhunter.com/trends/wylers-light.md) - [Modern Vitamin-Powered Water Rebrands](https://www.trendhunter.com/trends/vitaminwaters.md) - [Unsightly Oatmeal Campaigns](https://www.trendhunter.com/trends/quaker-deliciously-ugly-campaign.md) - [Artful Alkaline Waters](https://www.trendhunter.com/trends/bored-thirsty.md) - [Premium Clean-Cut Drink Branding](https://www.trendhunter.com/trends/sparkling-ice-branding-refresh.md) - [Kid-Focused Water Brands](https://www.trendhunter.com/trends/wave-kids.md) - [Lookalike Sparkling Water Cans](https://www.trendhunter.com/trends/not-beer.md) - [Edgy Gut Health Beverages](https://www.trendhunter.com/trends/killer-fruit.md) - [Color-In Hydrating Drinks](https://www.trendhunter.com/trends/oodles-of-doodles.md)