Kurppa Hosk reckons that America has been holding the monopoly on fast food visuals for too long. While the American look surrounding fast food is well established, the Stockholm-New York agency wanted to go a different route to develop a brand identity for Tugg Burgers, a chain of Swedish burger joints from Gothenburg to Malmö. In particular, Kurppa Hosk wanted to break away from the reliance on retro American burger culture that can be spotted in restaurant chains across the globe.
Kurppa Hosk explains that this direction came from questioning: “What does it mean for a physical place to be for everyone?” For the agency, designing “for everyone” meant broadening the visual language of burgers, breaking from “a long-established category behaviour”.
The Tugg identity doesn’t look solely American, it’s more closely aligned to global gaming universes; the identity features massive amounts of typographic variation which speaks to Kurppa Hosk’s non-place specific approach. All typography across the project was specially designed for the purpose of Tugg, with the exception of the body text, which is KH Teka.
“At its core, the new Tugg identity is about the universality of the humble hamburger, and how it can be brought to life in new ways to welcome anyone and everyone through design,” the agency says.
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