It took me far too long to understand the wtf-ness of this.

In Finnish, ‘Jussi’ (the Finnish ‘J’ is similar to ‘Y’ in English) is a common men’s name. Think John or similar. It carries some connotations from classic literature to peasants, hard work, and sisu.

And “pussi” simply means a bag, specifically a simple one usually made out of paper or plastic.

The branding is supposed to invoke an idea of breakfast buns that are traditional, simple, and full of energy to carry you through your day.

Finally, somewhere to stick my

Dunno if this is as much a WTF as it is a hmmmm, but it made me laugh anyway :)

They don’t look very jussi to me…

Suomi mainittu!