Memphis's popular Ugly Mug Coffee has a new brand identity, including completely redesigned packaging for its 23 varieties, all featuring photos of people captured in their ugliest, pre-coffee moments. To help the packaging stand out among other premium coffees, Indianapolis-based advertising agency Young & Laramore partnered with traditional letterpress and design company, Yee-Haw Industries to create the hand-crafted, unpretentious graphic tone for the packaging. Then to increase attention for the decade-old brand, the agency also created this series of print ads with the same graphic approach, irreverence, good humor and brilliantly-astute commentary on the harsh realities of alarm clocks, office coffee and  “morning” people.