Tops
Branding and Visual Identity
Perched high above Cebu City, Tops Cebu has long been a cherished destination — a go-to for breathtaking panoramic views, cool mountain air, and golden sunsets. While it has maintained its status as a local favorite for decades, the brand was in need of a visual refresh that would match its major redesign. The revitalized destination features expanded viewing spaces, a variety of restaurants and event spaces, and modern amenities, all while retaining its historical arches and hexagonal flooring.
The goal was to honor the site's nostalgic charm while reintroducing it with a more modern and refined look to embrace a new generation of visitors.
The client tasked the team to reimagine the identity of Tops Cebu in a way that evoked the feeling of space, serenity, and elevation while making sure to reflect the winding journey to the summit and the sweeping skyline views.
This wasn’t just about designing a logo — it was about rebranding an experience.
At the heart of the rebrand is a custom wordmark, built from the ground up with the letters spaced at different levels to embody winding roads and panoramic views .
The Tops logo is truly inspired by the mountains of Busay with the multilevel arrangement of the letters resembling the trip up the mountains.
The team added several key features to the design such as the subtle flourishes at the end of each letter, thin strokes and generous spacing to create a sense of lightness and openness. The modern serif gives the logo a casual vibe with a touch of elegance and refiement to fit Tops' new look and feel.
Beyond the logo, the visual identity system also reflects the natural beauty and calm using curved forms in the signage and digital assets. The color palette makes use of neutral and nature-inspired tones such as lush dark green, light green and stone grey. These choices help reinforce the brand’s new positioning: a place to unwind, reconnect, and take in the view.
The rebrand of Tops Cebu represents more than just a facelift — it's a renewed invitation to see an iconic destination in a new light. The custom typography and refined visual system elevate the brand to new heights. Since the rebrand, Tops has continued to draw both new and nostalgic visitors, with most of them choosing to take solo and group photos in front of the giant logo at the entrance, further cementing the brand in their memories and experiences.
Team
Ann De Latorre
Marela Castro
Stephanie Tudtud
Alexa Crisostomo
Jude Crisostomo
Jeremiah Ablaza
Julius Advincula