Do you know what you’re drinking? The beverages we consume today is filled with all sorts of ingredients, many of which are used as fillers or have names we can’t even pronounce! Hugh Thomas and Joe Benn created Ugly Unsweet Water after realizing that the drinks they were consuming that were supposed to make them faster, stronger, or more beautiful actually left them feeling slow, weak, and ugly. With the help of Identica, they created a beverage that avoids marketing fluff and presents itself in a straight-forward and funny way.

“The product was created for consumers who are looking to make informed healthy choices without needing a science degree to understand what they are really consuming. Inspired by the product ethos we wanted the brand to be totally honest and transparent, avoiding marketing fluff and empty promises.”

Hugh Thomas says, “Ugly hasn’t been dressed up to look sweet, pretty and innocent. Refreshingly, it’s just spring water with a splash of delicious flavour. If you don’t love us, that’s fine, but hopefully you love what we are trying to do.”