The annual IIE-Vega Brand Challenge presents a unique opportunity for learners to work with real-world clients, developing and executing creative solutions to branding challenges. Held across Vega’s Johannesburg, Durban, and Cape Town campuses, the competition attracts top-performing teams nationwide to tackle a live brief under real-world conditions.

This year, the brief was issued by Plato Coffee, a rapidly growing South African brand with over 85 locations. The task? To craft a campaign that appeals to Gen Z while maintaining Plato’s existing customer base. What began as a seemingly straightforward branding exercise quickly evolved into a deep strategic and creative undertaking. The Westville Girls’ High School team excelled with their campaign, #DoItForTheCoffeeKulture—a dynamic blend of culture, coffee, and creativity. Instead of creating something entirely new, they chose to enhance Plato’s existing brand DNA: “Coffee Sculpted. Community Involved.” They recognised that Gen Z desires more than products; they seek identity, belonging, and brands that stand for something meaningful. This insight became the core of their campaign.

“We asked ourselves: Who is Gen Z really? What do they want beyond buzzwords like ‘aesthetic’ and ‘vibes’?” said team member Amahle Nkwanyana. “We realised they want community, connection, and cultural expression. That’s what our campaign delivered.” The outcome was a compelling strategy positioning Plato as more than a coffee brand, but a creative hub where Gen Z can feel seen, heard, and celebrated. The campaign combined visual storytelling, design, and an empowering narrative, demonstrating that youth-led ideas can create significant impact.

A Legacy of Excellence

This victory marks WGHS’s third consecutive year in the National Top 3, following a second-place finish in 2024 and regional wins in 2023. Mrs Miles, the teacher-in-charge and creative mentor, credits their success to a blend of passion, preparation, and purposeful team selection. “I choose learners who excel in Business Studies, Dramatic Arts, and Visual Arts,” she explains. “These disciplines foster both analytical thinking and creative problem-solving—essential skills in branding and marketing. I guide and mentor them while they bring their bold ideas to life.”

The team consisted of learners who excel academically and hold key leadership roles within the school, enhancing their ability to collaborate effectively under pressure. Given just two hours to unpack the brief, strategize, and rehearse, the WGHS team delivered a polished, professional, and purpose-driven pitch that impressed the judges.

Industry Recognition

Feedback from judges, Vega lecturers, and industry guests was overwhelmingly positive. Many noted that the WGHS team’s campaign was “agency-ready” and that the learners “could step straight into the industry today.” Several Vega alumni, now studying branding and communication, were present and commended the team’s professionalism and creative depth. “Their concept was solid, their presentation compelling, and their brand understanding razor-sharp,” one expert remarked. “If this is the future of marketing in South Africa, we’re in excellent hands.”

Mentorship Across the Years

Past participants of the Vega Vibe competition continue to play a vital role in mentoring and recruiting new team members each year. These alumni help shape future campaigns, offering insight, support, and motivation, fostering a strong culture of mentorship and legacy within the school’s branding program. “The girls loved every moment of this opportunity to showcase their skills,” says Mrs Miles. “Watching them grow from idea to execution and seeing their pride when they won—that’s what it’s all about.”

Voices from the Winning Team

• Minenhle Mngadi: “From brainstorming in classrooms to pitching in front of industry experts, Vega Vibe provided the platform for us to grow creatively and professionally. It’s an experience we’ll never forget.”
• Madinangwe Mkhabela: “What made Vega Vibe special was how it blurred the line between classroom and boardroom. We weren’t just students—we were strategists, designers, and storytellers.”
• Owami Mngwengwe: “We owe so much to Mrs. Miles, who believed in us from the start. She gave us the space to experiment, challenge the brief, and refine our ideas—her support was the heartbeat of our campaign.”
• Yolanda Mathenjwa: “This campaign gave us a taste of the real world—and we’re hungry for more. Vega Vibe taught us that when you believe in your concept and back each other, anything is possible.”
• Amahle Nkwanyana: “#DoItForTheCoffeeKulture was about more than coffee. It was about culture, expression, and identity. Winning showed us that bold, youth-led ideas can shake up brands and leave a lasting impact.”
• Yanru Chen: “Vega Vibe wasn’t just a competition—it was a creative bootcamp. We were pushed to think on our feet, innovate, and collaborate under pressure. Walking away with the win proved that when creativity meets strategy, incredible things happen.”

We couldn’t be prouder of these remarkable young women. Their drive, creativity, and collaborative spirit made this victory possible, and their future in the industry is already taking shape.