Pink Bellies first opened in 2014 as a food truck serving Vietnamese comfort food in Charleston, SC. What started as a refresh of Chef Thai Phi’s original logo, led to a complete re-haul of the brand featuring a food-drunk pig. 🐷 Thai brings a whimsical approach to his menu and we wanted to reflect that in the brand using a heavy dose of illustrations set against a LOT of pink.

“Despite Phi’s seriousness about serving seriously good food at Pink Bellies, there is a sense of whimsy about the whole thing in a tongue-in-cheek and slightly self-effacing way that reflects the man himself.”

- Resy