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No Ugly. Birth of a brand
Start-up business, No Ugly, is out to liven up the ‘wellness’ world.
3 minute read
Aaron and Jo Taylor’s new No Ugly wellness tonic seems to have gone down a treat with consumers since launching in December 2017, with sales having more than doubled what they projected. But the couple, who share years of experience in the advertising industry, have much greater ambitions for their brand. While their launch product is a drink, No Ugly carries the potential to be extended to other wellness categories. “It can go into supplements, it can go into food intolerance, it can go into anything,” explains Aaron.
Identifying the opportunity
They decided a few years ago it was time to use their skills on their own business project, and having noticed how wellness products were becoming popular among their friends, they started international research on the trend. They discovered that the growth in that category was pretty epic, however, most of the brands for supplements and similar products seemed unexciting. The Taylors detected an opportunity for something accessible, that behaved more like a fashion label or alcohol brand. “That’s what sparked our interest,” says Aaron. “We wanted a brand that appealed to people, that they understood and could rally around.”
Taking the leap
Jo and Aaron took inspiration from the success of other New Zealand advertising figures who have launched brands such as 42 Below and Lewis Road Creamery. More market research followed, and by mid 2017, they pushed ahead with a ‘functional beverage’ that would bring a point of difference between it, and the popular Kombucha drinks. “We thought, now is the time. We’ve just got to give it heaps and put our money where our mouth is,” states Aaron.
Connections that make a difference
“BNZ has been there to help us establish the business. They’ve given us lots of good connections and business mentorship,” says Taylor. “Sometimes what you need is just a little bit of encouragement. We particularly appreciated BNZ’s willingness to act fast when we needed help. They’ve been really responsive in that respect,” says Aaron.
Living the brand
The No Ugly wellness tonic contains a pine-bark extract, along with various vitamins, minerals, and electrolytes. It was launched in two flavours, ginger and cucumber, with a plum-based option to follow. Business has been boosted by traditional Kiwi swap-a-crate distribution, which accounts for about a third of sales. Aaron says the model is a good example of No Ugly’s stance against waste. The brand’s message is ‘don’t tolerate anything that’s ugly.’ And like some of the world’s most successful brands, it isn’t for everyone. “There’s something about No Ugly that either you’re on board with, or you’re not,” he says. “You don’t sit on the fence.”
No Ugly and BNZ Small Business
See how Jo and Aaron worked with their BNZ Small Business Specialist to help harness their passion and grow No Ugly.
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