Välkommen to the world of the Swedish burger joint Tugg. The identity is the result of breaking a long-established category behaviour and building in more soul, more dynamism, and most of all, more representation of global cultures into the brand. The identity is a visual world that distances itself from the hamburger’s (debated) American origins. Accompanied by colourful graphics and wild typography, the Tugg family – consisting of Cheesela, Fritte, Gurra, Mustafa, Shalotte, and Ketty – was introduced. Together they invite us to Tugg City, where anything is possible and everyone is invited.
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