visual identity / social innovation
Based in Sweden, Tugg is an ongoing social innovation initiative supporting language learning and cultural integration for illiterate women from Africa and Asia. Traditional language programs often rely on reading and writing, but that simply doesn’t work for everyone. Together with a project leader and language mentor Bodil Söderlund Davidson, and the women themselves, we reimagined the learning process. Instead of books or classrooms, we used food and everyday conversation as our tools … cooking and eating together became a way to learn Swedish in context, through real-life interaction.
My role in the project has been to shape both the visual identity and the participatory experience … making sure design was not just decorative, but functional, inclusive, and human. I co-developed the format of communal food events and created a simple visual identity that felt warm, culturally resonant, and accessible. It includes the logo, color palette, typography, printed materials, and packaging … all intentionally designed to feel joyful, tactile, and free from the coldness of institutional aesthetics.
One of the most meaningful parts of the work was designing the food packaging. We chose not to finalize the labels entirely. Instead, we left space for the women to handwrite product names in Swedish – a simple but powerful act. It transformed the labels into tools for language practice, personal expression, and ownership. No two jars were the same. Each one carried a moment of learning, and a sense of pride.
Tugg is still evolving. The final outcome will be a food and storybook, a collaborative publication of recipes, memories, and reflections gathered from the women involved. It will document not only their culinary knowledge, but also their voices, cultures, and the shared experience of learning through food.
For me, this project is a clear example of how social and graphic design intersect. Design here is not just visual, it’s relational. It creates access where language might fail. It empowers by including people in the process. It builds bridges between cultures, systems, and individuals.
The name Tugg … meaning “to chew” in Swedish and echoing the phrase tugga fett – chewing fat (to chat casually) — captures the spirit of the project: light, human, and rooted in everyday interaction.
Tugg has already hosted several public food events with strong engagement. It’s helped participants gain practical language skills and produced food products they could sell … all wrapped in a visual identity that celebrates their energy, stories, and cultural heritage.
This is the kind of work that empowers … where design becomes a shared space, a learning tool, and a quiet but powerful form of social change.
Client: Åmåls Kommun, 2025
Photos: Naomi Pangolini, Bodil Söderlund Davidson, Biba SJ