• Date added
9 April 2023
Tugg is a chain of fast-casual hamburger restaurants based in Sweden.
Stockholm and New York-based brand agency Kurppa Hosk worked on the new identity for Tugg. The agency aimed to inject more soul, dynamism, and representation of global cultures, while moving away from the reliance on the retro culture of American burger joints.
The new Tugg identity by Kurppa Hosk sought to showcase the brand's personality and relatability through storytelling, creating a welcoming design for all by emphasising the universal appeal of the humble hamburger.
Tugg City was created as a breakaway from the typical retro American burger language, featuring skyscrapers and neon signs that evoke Shibuya and Piccadilly Circus, while still honouring the local burger joint in Borås.
“The wordmark was created with a sense of personality that easily aligns with the happy hamburger symbol, with letterforms featuring subtle yet distinct anatomical features that differentiate them from conventional solutions.”
In contrast to traditional photography of a perfect burger, the agency opted for a playful approach for Tugg's brand relaunch. Through the use of charming characters with mischievous and rebellious attitudes, Kurppa Hosk brought personality and a new dimension to the burger chain. Set in Tugg City as citizens of the Burgerian nation, the minimalist characters were designed to let the ingredients shine through. Tugg City also served as a bridge between the 3D characters and the graphical language used.
“With this ambition, we created a visual world that moves far from the hamburger’s (debated) American origins. Accompanied by colourful graphics and wild typography, we introduce the Tugg family consisting of Cheesela (cheese), Fritte (fries), Gurra (cucumber), Mustafa (mustard), Shalotte (red onion), and Ketty (tomato).”
Tugg's brand identity features exclusively designed typography, with the exception of the body text which is set in KH Teka by KH Type, a type foundry founded by Kurppa Hosk. The logos are specially hand-drawn to communicate the ingredients and phenomena connected to hamburgers. The wordmark was created with a sense of personality that easily aligns with the happy hamburger symbol, with letterforms featuring subtle yet distinct anatomical features that differentiate them from conventional solutions.
The new Tugg identity aims to promote inclusiveness and diversity, which is reflected in the design of the packaging. The black and white pattern used is deliberately busy, resembling someone absent-mindedly doodling while on the phone, and providing a distraction for customers as they enjoy their burgers. Over time, this distinctive pattern will become a strong identifier for the Tugg brand. The use of black and white for the design was chosen for its economic benefits, as well as its elegant appearance.