Why Ugly?

“We don’t care much about appearances. It’s not how things look, it’s how they actually are that’s important. We’re curious about what lies beneath the surface. It is substance we’re after. And you can taste it in our cookies. They may be ugly, but we hope to give you a deeply satisfying, rich and delicious experience. Your smile will say it all. We believe in an honest experience. And by the way, that’s pretty much the way we feel about people too.” The Ugly team.

This cookie company is all about soft-baked, American-style cookies. Hand made in Finland. They use quality ingredients from sustainable, ethical sources. Belgian chocolate, Finnish butter and real vanilla extract from Madagascar. No palm oil, no glucose syrup 

and no imitation vanilla. No crap.

Make room for Ugly.

We wanted to create a brand identity worthy of the straightforward goodness the company represents. The Ugly Cookie brand celebrates imperfections and encourages us to own our flaws. Ugly becomes a charming little face. Cookies become sculptural pieces to be admired. The contradictions of beauty, are constantly at play.

Images shot by Christian Jakowleff and Sofia Okkonen.