Could an energy drink actually be good for the planet? In New Zealand, we waste tons of perfectly good fruit every year, with large portions going straight to landfill simply because they’re “ugly.” With Pretty Ugly, I wanted to create a solution that’s refreshing for consumers and better for our environment by turning rejected fruit into an energy drink that’s both tasty and sustainable.

Pretty Ugly isn’t just about energy; it’s about rethinking waste. By using “ugly” fruit, I’m capturing the beauty in imperfection and challenging the norm in a category flooded with artificial ingredients. Energy drinks are often unhealthy, packed with sugars, and filled with processed additives. But Pretty Ugly delivers natural energy from repurposed fruits while helping reduce food waste in a simple, effective way.

How do you stand out in a crowded energy drink market? It starts with a brand that reflects its mission—something bold, honest, and unafraid to embrace its rough edges. Pretty Ugly had to look raw and authentic, with a name that speaks to the product’s story and the beautiful imperfection of its ingredients. The phrase “Perfectly Imperfect” captures the brand’s values, a reminder that what might look imperfect on the outside can still have real value.

Packaging was crucial to bring this story to life. I opted for a 250ml can that signalled a refreshing energy drink. To stand out on the shelf, I designed a rough, raw, hand-drawn style font that feels spontaneous, approachable and a bit rebellious, with characters like a quirky apple and orange. Each has a custom handwritten font and minimal colours—mostly black, cream, and splashes of red and orange to differentiate flavours. The effect is playful but confident, connecting with the brand’s down-to-earth vibe.

For a name, I chose Pretty Ugly. It’s simple, memorable, and delivers on the message: sometimes the best things aren’t polished or perfect. The names' cheekiness and clarity let the product’s values shine through, embracing the “ugliness” that’s really just authenticity.

To connect with consumers, I created a campaign called “Things Can Get Pretty Ugly,” showcasing humorous, relatable moments that resonate with a young audience’s everyday lives. Each ad invites people to share their own “Pretty Ugly” moments online, building community around the brand. Alongside this people can upload a photo along with a nickname or a humorous "insult" (with consent, of course!) of their friends, which then goes through a moderation process before being printed on the can. The result is a truly one-of-a-kind drink experience, where New Zealanders can sip from a can featuring a playful caricature of themselves or their mates. It’s a unique twist on the classic "Share a Coke" campaign, with an emphasis on individuality and personal expression that adds a fresh, fun spin to the brand.

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