Tugg Rebrand 2022

Tugg Burgers is a Swedish fast-casual chain founded in 2014, with restaurants from Borås to Malmö and beyond. Burger branding tends to speak one homogeneous American-diner language, and Tugg wanted to be a place for everyone rather than another copy of the US joint. Kurppa Hosk's 2022 identity moves it away from 1950s diner clichés and treats the hamburger as something universal, drawing on cultures from around the world so that everyone feels welcome.