We believed that a great brand should stand for a clear purpose, which why we positioned the brand as the place that brings cultures together. It is a metaphor used to represent “fusion concept” in an emotional manner.
We used a made up naming approach where we called it “TUSA” which stands for “The Ultimate Social Agent” which is “food” that brings cultures together.
Combining Chopstick with Taco to be the brand’s main graphic element is the best representation of “bring cultures together” which what TUSA & CO is all about. This was the motto that all brand elements were based upon.
Brand Strategy + Naming + Visual Identity