Nick Riley
Brand. Design. Digital
NO UGLY is a wellness brand with a simple, powerful purpose – to rid the world of ugly; ugly ingredients, ugly beliefs and ugly behaviours. The NO UGLY identity and packaging was created with a single goal - to disrupt the wellness category. In doing so the expression borrowed cues from fashion, cosmetics and alcohol, paired with with a bold and unapologetic tone of voice.

The result is a product and brand that boldy went against all the expected category conventions, helping propel it to become the global NZ success story it is today.

©2021 Nick Riley
Auckland, New Zealand.