Ugly Vodka, known for its innovative approach to sustainability by transforming unwanted apples into premium vodka, sought to expand its product line with a range of ready-to-drink flavoured vodkas. The brand approached Underscore to develop a visual identity for this new range that not only extended their existing branding but also resonated with a younger, vibrant audience.

The brief called for a design that was bold, colourful, and energetic—something that would capture attention both on the shelf and in the broader market. The challenge was to maintain Ugly Vodka’s core values of sustainability and premium quality while infusing a sense of fun and liveliness that would appeal to a more youthful demographic.

Underscore incorporated the hero Ugly Vodka graphic patterns into the design, ensuring consistency with the brand’s established visual identity. Each flavour was given a unique colour combination that not only reflected the distinct taste profile but also aligned seamlessly with the overall brand aesthetic. The result was a cohesive, eye-catching design that maintained Ugly Vodka’s commitment to sustainability while appealing to a younger, vibrant audience.

In addition to the packaging, the project extended to a full suite of marketing collateral, including digital and social media assets that further amplified the brand’s presence. The result was a vibrant, cohesive campaign that not only stood out visually but also reinforced Ugly Vodka’s position as a forward-thinking, eco-conscious brand that isn’t afraid to push the boundaries of traditional vodka branding.