Every year, New Zealand sends tons of perfectly edible fruit to the landfill simply for being “ugly.” With Pretty Ugly, I wanted to rethink waste by transforming rejected fruit into a refreshing energy drink that’s tasty, natural, and sustainable. Pretty Ugly isn’t just about energy—it’s about capturing the beauty in imperfection and challenging a market dominated by artificial ingredients.

The brand’s look is bold and authentic, with hand-drawn fonts, minimal colors, and playful characters like quirky apples and oranges. Our campaign, “Things Can Get Pretty Ugly,” invites people to share their “Pretty Ugly” moments and even personalize cans with fun caricatures of themselves or their friends. It’s energy with purpose, connecting people to a drink that’s as real as it gets.