Ugly Mug Coffee

For each entry in your blog, write one paragraph describing your selection:

* Describe what it is- A Re-branding of a Ugly Mug coffee, once only seen on University campuses but, now in stores.
* Describe its function- The package is functional as a package and attractive enough to get the consumer's attention.
* Describe where you saw it- Package Design Magazine
* Discuss the style of the design & typography- A unique foil package and the old-fashioned, lead type setting on all advertising materials produced.
* Discuss the quality of the artwork- Unique and innovative. Although, personally, I am not a coffee drinker. Unique and innovative were the primary goals of the repackaging.
* Discuss what attracted you to the piece- The idea of hand set  old-fashioned, lead type setting on all advertising materials produced.

 
 Ugly Mug was founded in 1998 as a university cafe. Now the brand is distributed in 1,000 grocery stores from Tennessee to Maine. "Our four-corner-sided bag stood up on the shelf better than most, but it didn't really jump off the shelf," explains Tim Burleson, COO of Ugly Mug. Burleson hired  creative agency, Young & Laramore Advertising in Indianapolis, IN, to find a   package design that would be the  is the No. 1 factor in choosing Ugly Mug brand over the rest.

 "Seventy percent of all buying decisions are made as how it looks on the shelf. People are very leery of changing brands in the coffee aisle, " notes Burleson.

 
  After a year of development and consumer research, including two focus groups, Ugly Mug decided to have its brand identity reflect the psyche of the coffee drinker. They chose a package 
laden with copy that "speaks to anyone addicted to the aroma of fresh grinds first thing in the morning. "
 

Key to Ugly Mug's new look is the old-fashioned, lead type setting on all advertising materials produced by Yeehaw Industries, of Knoxville, TN. It is the distinctive hand-type printing sets Ugly Mug apart from the competition. It is used not only on the packaging, but also in all of its print advertising and billboards. The metallic composition of the bag is also unique.