I’d say it is a modified ITC Lubalin Graph, nothing more.

... Quite interesting though.

Nick Cooke

I saw that today as well. It runs as a campaign on billboards all over town (Stockholm, Sweden). They are gathering peoples best recipe for “husmanskost” (plain food, cooking, homely fare, whatever) for a new cookbook. You can also see it on ICA’s site. I think it’s quite nice...

It’s not the same, but Harold’s Fonts has a typeface that has similar indents on the serifs

http://www.haroldsfonts.com/frontpage.html

Yup, its called MADFONT and it’s available for free.

Madfont isn’t even close. No cigar.