Ugly Mug Coffee

Tongue-in-cheek approach by Young & Laramore Advertising for Ugly Mug Coffee.

Because so many shoppers choose which brand to buy “while standing in front of the product,” he adds, the decision was made to change the Ugly Mug packaging from a design centered on coffee growers to something that would stress the brand’s “unpretentious” nature.

“It’s us,” Mr. Burleson says of the brand personality now on display. “It blew us away. It just fits, and there’s nothing like it on the shelf.”

The packages, in addition to the photographs of people who look as if they just woke up — or were just awakened to be photographed, and are none too thrilled about it — also feature wry comments.