Ugly Food & Co

Developed the full labeling system for Ugly Food & Co, a Melbourne-based artisanal food brand focused on small-batch chilli oils, sauces, and preserves. The project centered on translating the brand’s bold, handcrafted identity into a cohesive packaging language that reflects its core values: authenticity, strong flavor, and honest, locally sourced ingredients. The work involved designing a scalable label system across multiple product lines, ensuring visual consistency while allowing flexibility for different variants. Particular attention was given to shelf impact, brand recognition, and storytelling through packaging, aligning the visual identity with the product’s “no shortcuts, no fillers” philosophy. The outcome is a distinctive and memorable product presence that reinforces brand positioning and supports growth across retail and direct-to-consumer channels.