BRANDING
CONTENT DESIGN
FOODIES OF SOUTH AFRICA BRAND REFRESH
BRIEF
Foodies of South Africa is one of South Africa’s largest online recipe platforms, with a strong and recognisable presence within the local food community. However, the existing visual identity no longer reflected the brand’s purpose of celebrating South African food, culture, and community. The objective was to revitalise the brand while preserving its iconic identity and creating a more modern, engaging, and culturally relevant visual system.
MY ROLE
I led the brand refresh from strategy through to execution, including conducting the brand audit, defining the creative direction, developing the visual identity, art directing the refreshed brand, and overseeing the rollout across brand touchpoints. This included brand guidelines, templates, presentation systems, illustrations, and the evolution of the recipe content style and direction.
PROBLEM SOLVED
Foodies of South Africa had strong brand recognition, but its visual identity did not fully communicate the personality and purpose behind the brand. The challenge was to modernise the brand while staying true to what makes Foodies unique: its South African roots, diverse community, and celebration of local food culture.
The refresh needed to create a stronger connection between the brand’s visual identity and the experience it aimed to provide—making it feel more vibrant, inclusive, and representative of South Africa.
— BEHIND THE WORK
KEY DECISIONS
DESIGN DIRECTION & STRATEGY
The refreshed identity was built around celebrating South Africa’s diversity while preserving Foodies’ iconic yellow brand recognition. I introduced a secondary colour palette inspired by the South African flag to represent the country’s multicultural communities and vibrant heritage.
I also introduced a more playful typography system, refreshed the illustration style with iconic South African food references, and evolved the recipe content direction to create a more authentic and engaging local experience.
CONSTRAINTS & SOLVES
As with many established brands, one of the key challenges was evolving the identity while maintaining recognition and trust. Additionally, with multiple teams creating content and assets, consistency was difficult to maintain. I addressed this by creating a clear brand system with accessible resources, templates, and guidelines, allowing the team to confidently create cohesive, on-brand content while continuing to grow the brand.
— THE JOURNEY
