Lunch! – Ugly

Ugly were recommended Graphic Mill by Plenish and wanted to work with us to create an exhibition stand that would wow at their product launch at Lunch!


London start-up Ugly has carved a niche into the UK’s sugar-rich soft drinks market using fruit-based oils and sparkling water to create “totally unsweet” fizzy drinks. Ugly approached Graphic Mill after being recommended to us by Plenish, who we’ve worked with since 2014. Ugly required an exhibition stand with the WOW factor for their product launch at Lunch!, a trade show that brings together the food-to-go industry at Excel London.

We worked closely with Ugly and their brand agency JKR on the concept, to bring the initial ideas to life while keeping in mind some important practicalities. Ugly wanted an exhibition stand that had a cool shipping container feel, that was strong on branding and stood out in the crowded exhibition hall. It was also imperative that the exhibition stand was easy to pack down, transport and modify for future events and would take up minimum storage space – which can often be tricky for stands of this size and complexity.


Firstly, we created 3D visuals of the exhibition stand to help Ugly refine what was required. As well as using this to digitally view the look and feel of the exhibition stand. It also helped the Ugly Team examine how visitors could be interacted with in the space.

Once we had the go ahead on the look of the stand, we then advised on the best materials to achieve the look required within the set budget. CNCed machined plywood panels were used which locked together like Lego and the flooring was a lightweight spruce plywood with a natural oiled finish, reflecting their honest and transparent core messaging. A large logo made from HDU sign foam with gloss white acrylic letters floated above the stand in a high position and could be seen from all angles. All of which can be modified for different exhibitions and events and broken down and stored on two pallets which can be easily transported to Ugly’s future events.

We were delighted when Ugly visited our workshop at the test build stage prior to the Lunch! Show. They were able to view the completed exhibition stand and confirm they were happy, ensuring all expectations had been met. At this stage we could have made any last-minute tweaks, but there were none. Ugly were extremely happy with the finished product and their launch was a huge success and people still talk to us about this stand.

Client Comment

Incredible work Dan & team… very proud moment when we arrived and saw it in all it’s glory. The team has done a fantastic job. Kudos!

Hugh, Ugly

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