Inspired by childhood memories, South African culture, food, and community, Vis Vygie combines West Coast seafood with the warmth and nostalgia of Karoo farm life. The name combines “vis” (fish) and “vygie” (mesemb flower), symbolising the meeting of sea and soil, abundance and resilience. The brand centres on sharing, togetherness, and connection.\

The project developed a unique food truck brand identity for music festivals, weekend markets, and weddings. The brand needed to work across truck design, menus, packaging, and collateral. The goal was an authentic, culturally rooted, and cohesive identity.

The rollout created a holistic brand system that blended West Coast seafood traditions with Karoo farm nostalgia. The food truck design, menus, and packaging conveyed warmth and familiarity while remaining fresh and relevant. By integrating cultural storytelling, bilingual communication, and strong visual cohesion, Vis Vygie positioned itself as a community-driven, proudly South African food truck brand, celebrating both land and sea.

The illustration and collage style blends rustic textures with layered cultural motifs, creating a warm, handcrafted aesthetic. Nostalgic references from the West Coast and Karoo were used, collaging elements like flowers, waves, and traditional typography into the layouts to evoke both land and sea. The imagery leaned on stylisation rather than realism, giving food and decorative motifs a playful, approachable character. The style conveyed authenticity, togetherness, and memory.