Topchik – a fastfood chain

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Topchick – a fastfood chain

Topchik is a chain of cafes that specializes in preparing high quality fast food from products grown on its own farms. The company plans to open new outlets and become more recognizable, so the client's team turned to us to build a brand platform and update the corporate identity.

The name of the brand is not empty words, but a real reflection of the approach to work. “Topchik” – short for “top chicken” – speaks for itself: a responsible approach to food and quality products are the basis of the business. The brand owns its own production and “quality from the field to the counter” controls independently at every stage. But despite this, fast food in the minds of most people is still a harmful, low-quality and sometimes dangerous product of the neighborhood lifestyle.

This was the starting point in creating the visual part of the brand – it was important for us to get rid of this association and take the brand out of the negative semantic environment.

Topchik is an urban chain that shows that calorie-dense food can be tasty, healthy and natural. We emphasized the dual nature of the brand with the slogan “Topchik. Our own” and continued the theme of opposition in the identity. The combination of two bright, complementary fonts reveals the idea of the brand. The first font – simple, straight and dense – speaks of uncompromising quality and a firm approach, the second – softer – is responsible for the “realness” of the brand and the naturalness of the products.

Illustrations and a special design element – a ticker that can be used in digital space and retail outlets - add dynamism to the corporate style. This element emphasizes the status of the “urban” chain and a special rhythm of life, and also distinguishes the restaurant among other establishments.

The illustrations are light and minimalistic, combining geometric frontal angles and the liveliness of the culinary process in bursts of coffee and sauce drops.