Sweden has a number of smaller towns with a long history of heavy industrial labour. When these industrial towns are discussed it is not unusual too also mention a certain kind of mentality that is said to occur on these places, a kind of industrial spirit shared by the workers and in some regards also by the whole community. In Avesta, an industrial town in the middle of Sweden, there is a word used to describe the people working at the local mills and sometimes also other inhabitants in the town. This word is bruksare, which freely translated to English could be “industrial worker”. But this study is based on a thesis that the term bruksare has more to it than just to be employed by the mill, that the place itself will affect the choice to identify oneself as a bruksare. The purpose of this study is to get a deeper understanding of how the meaning of a place might affect the choice to identify oneself as a bruksare. The study is achieved by a qualitative method using semi-structured interviews. Four individuals inhabited in Avesta are interviewed to share their thoughts, feelings and opinions regarding the subject. The empirical data collected from the interviews are analysed using a method of thematization and coding and the whole study is conducted within a humanistic theoretical frame. A conclusion will be made that there are two types of bruksare, the industrial working bruksare and the indirect bruksare. It will be concluded that the place does have a certain meaning in the choice to identify oneself as a bruksare, but it will be more or less important depending on the type of bruksare.