A portfolio food brand that lifted value without a full kitchen.
PROJECT
Brand strategy + Identity
CLIENT
ALH Hotels – Toppa
Some ALH venues were stuck with a bare-bones food offer – toasties and cup noodles in spaces built for big nights. The challenge wasn’t to design a menu. It was to create a food brand that could work without a full kitchen, flex across venues, and scale across regions.
This needed to be more than a concept. It needed to be a platform.
This needed to be more than a concept. It needed to be a platform.
We built Toppa around one simple truth: pizza is better shared.
The name felt instantly familiar – Aussie, social, and a little cheeky. But beneath the personality sat a system designed to travel. Bold type with handwritten warmth. Gritty line art full of spills and laughs. A flexible toolkit that worked across boxes, menus, stickers and signage – whether in a city pub or a regional local.
Every element was designed for rollout: easy to deploy, recognisable at distance, and consistent without feeling rigid. Casual food, elevated with intent.
Top that.
The name felt instantly familiar – Aussie, social, and a little cheeky. But beneath the personality sat a system designed to travel. Bold type with handwritten warmth. Gritty line art full of spills and laughs. A flexible toolkit that worked across boxes, menus, stickers and signage – whether in a city pub or a regional local.
Every element was designed for rollout: easy to deploy, recognisable at distance, and consistent without feeling rigid. Casual food, elevated with intent.
Top that.
Toppa rolled out across WA and SA as more than a menu item. It gave venues a plug-and-play food offering people actually planned around. Guests stayed longer, grabbed a slice of the action, and spend followed – all without adding kitchen complexity.
Not a one-off. A system built to scale – and to drive revenue.
Not a one-off. A system built to scale – and to drive revenue.
KEEP EXPLORING
