Potoybichchia

“Potoybichchya” (The Other Side) is an in-game universe inside the Silpo retail mobile app. Just as the brand reimagines its brick-and-mortar supermarkets as unique concept spaces, “Potoybichchya” opens a whole new dimension for the guests’ digital journey.

According to the lore, this realm emerged because people had started treating food simply as fuel, losing touch with the magic of a crunchy baguette crust or the fragrant aroma of sun-ripened tomatoes. To bring back the pure joy of savoring every bite, an alternate universe driven by the philosophy of “Foodism” was born right inside the app.

Here, guests customize their own avatars, pledge allegiance to one of six gastronomic cults, tackle quests, challenge others to duels, and even “scream at their receipt” to blow off steam.

“Potoybichchya” is a living digital product at the intersection of gaming and retail, where sound was meant to become the primary gateway into a mystical atmosphere full of wit, indulgence, and culinary sensations.

Sound Concept

The foundation of the entire sonic ecosystem is the main theme track “In the Name of Everything Delicious” — the project’s core Audio DNA, defining the mood and character of the whole universe.

We searched for a balance between two contrasting atmospheres: hypnotic, mystical noir (in the vein of Twin Peaks) and the bright, wondrous whimsy of Danny Elfman’s soundtracks. The sound needed to pull guests into an alluring culinary dream they wouldn’t want to wake up from, framing food as the ultimate joy and an irresistible temptation.

To bring this vision to life, we crafted a warm and hedonistic sonic palette:

• Atmosphere & Noir: lush, “creamy” synth pads and tremolo electric piano weave an inviting parallel dimension, while an acoustic jazz upright bass injects depth, maturity, and a sleek lounge vibe.
• Playfulness & Intrigue: bouncy pizzicato strings establish a light, questing step that nudges users to explore the UI, while a mellow sub-bass hums on the periphery like a subtle, living pulse.
• Sense of Wonder: glinting celesta arpeggios and delicate harp runs flicker like neon reflections and culinary magic.

At the heart of the theme lies the bright yet mysterious Lydian mode, balancing wonder with noir sophistication. Free of religious pretension, gloom, or cartoonish tropes, “Potoybichchya” sounds mature, cozy, and appetizing.

Because direct in-app implementation was handled by Silpo’s internal development team, we stepped in as audio supervisors and delivered a comprehensive audio design style guide. We outlined principles of organic sound design rooted in micro-textures of food rather than generic stock beeps, engineered a clear frequency hierarchy tailored for smartphone speakers, and defined round-robin variations for repetitive interactions so the UI never turns into a relentless grinder during daily sessions.

On our end, we composed the universe’s pivotal emotional anchors — custom stingers and event jingles that directly inherit the motif of “In the Name of Everything Delicious”, punctuating major player milestones with flare.

Challenge

The primary challenge was composing distinct musical themes for six starkly contrasting cults. Rather than just delivering six standalone tracks, we had to sonically encode the literal flavor, temperament, and speaking style of each cult’s idol — from the poised lounge hedonist Daiquiri to the salt-of-the-earth farmer Tomatello.

To achieve this on a subconscious level, we leveraged crossmodal correspondence — the scientifically proven link between auditory cues and gustatory perception:

• High frequencies and sparkling timbres naturally boost the perception of sweetness — forming the crystalline celesta backbone of the Caramelites.
• Low frequencies and brass evoke depth, umami, and bitterness — giving rise to the smoky noir of the Bourbonists and the oceanic majesty of the Salmonians.
• Staccato and sharp transients trigger the sensation of crunch — translated through dry acoustic guitar plucks for the Baguettonists, mimicking a fresh bread crust breaking apart.
• Smooth glissandos evoke viscosity and melting — a signature flourish for the Pizzanauts, capturing the rich pull of melted mozzarella.
• Short, plucky textures and wooden percussion inherently communicate earthy freshness and crisp snap — shaping the organic character of the Tomatists.

The crux of the mission was activating these psychoacoustic triggers without leaning into cheesy caricatures, ensuring every cult felt unmistakably part of the same “Potoybichchya” realm.

Result

Our collaboration yielded an expansive audio ecosystem that quickly broke out of the interface and took on a vibrant life across Silpo’s touchpoints:

• Seamless In-App Integration: interactive themes and custom stingers created an immersive sonic journey, elevating quests, battles, and interactions with idols.
• Full Album Streaming Release: the official release features the main theme “In the Name of Everything Delicious”, 6 unique cult themes, and two atmospheric ASMR ambients built for pure gastronomic immersion.
• In-Store Silpo Radio Airplay: project tracks and tailored jingles made their way into supermarkets across Ukraine, seamlessly uniting digital gameplay with everyday shopping.
• Omnichannel Marketing Voice: the main theme served as the sonic flagship for ad campaigns and social media mockumentaries, delivering instant brand recall from the very first second.

Listen to the album “In the Name of Everything Delicious” and explore how the sound comes together below:

And here is how the music complements the atmosphere inside physical stores: