Tocha Foods is a condiment company based in Vancouver, British Columbia, Canada. They produce “spiced sauces” – sauces that aim to sit between traditional condiments and hot sauces: flavorful and bold, but not overwhelmingly spicy.

Their philosophy and brand story emphasize balance, flavour, health, simplicity, and that the name “Tocha” comes from a blend of Tamil (“TO” from Thottukkaradhu, meaning “to touch”) and Hindi (“CHA” from “chutney,” meaning “to lick”) to reflect the idea of a sauce you “touch and taste” with every bite.

Their product line includes variants such as Original, Verde, and Yuzu sauces.

The logo uses a customized version of Pastiche Grotesque, with supporting typography using Stringer, both typefaces released by Order Type Foundry.

Stringer by Order Type Foundry and Denim Ink by Displaay Type Foundry are used as the typographic voice for Hunt, a boutique branding agency in Kortrijk, Belgium.

Stringer by Order Type Foundry and Rauschen B (and, to a lesser extent, A) by Out of the Dark are used for the identity of Trait, a Berlin-based running app.

From Studio zur Strassen’s project page:

Trait is your dedicated training companion, designed to help you build a consistent and healthy lifestyle. Central to the brand’s foundation is the value of ‘communication on an eye-level,’ which meant creating a visual identity that feels approachable and authentic — not over-engineered.

We took cues from the running-crew culture, known for its raw, DIY, almost punk-like energy, and blended it with the brand’s positive and empathetic ethos. The result is a minimalist design that remains clean and simple but still plays with those quirky, joyful, and unexpected moments that add character.

Creative Direction: Yannick zur Strassen
Design: Mark O'Neill, Ulf Germann
Animation: Stephen McLaughlin, Marta Azaña
Copy: James Richardson

The FRC monogram is based on Jim Parkinson’s Cabazon.