Steenberg Farm announced its refreshed brand identity, highlighting the progressive role of the farm’s founder, and women, in its development, its success over centuries and what this means for society.
Nestled in the Constantia wine region, the farm is rebranding to capture the essence of its storied evolution from historic farmland to premium lifestyle destination.
Centuries after its intrepid founder, Catharina ‘Tryn’ Ras, arrived in the area to become Southern Africa’s first female landowner, Steenberg has taken flight to shape its future as a traveller’s paradise, marrying prestige and playfulness with heritage and innovation.
This stunning transition is encapsulated in the rebrand, the focal point being the Farm’s famed goose logo. A callback to its original name of Swaaneweide, or ‘The Feeding Place of Swans,’ as Ras innocently named it as a 17th-century German unfamiliar with Africa’s birdlife.
Where previously the goose icon stood looking backwards, it now soars towards the heavens with a new purpose – a powerful representation of Steenberg’s illustrious past and future aspirations to elevate every aspect of the guest experience.
The brush strokes making up the logo signify the creative human presence and Ras’ enduring legacy at Steenberg.
Ras established Steenberg in 1682 as a significant producer for supplying nourishment and sanctuary to travellers seeking refuge at False Bay during winter. It still stands as a courageous beacon of joy, a place of enchantment and luxury, beckoning all to become part of its tradition of excellence.
Fittingly, Steenberg launched the rebrand on August 8, the eve of National Women’s Day, as a homage to Ras’ pioneering character and the pivotal role women have played not only in the estate’s development but also in South Africa, where they continue to break through glass ceilings to improve the lives of all its citizens.
‘Our new brand identity expresses these qualities with a refreshed look and logo that is elegant and light-hearted,’ said David Burford, CEO of Steenberg owner, Beck Family Estates.
‘Ras’ indomitable frontier spirit continues to permeate Steenberg today. We hope the rebrand highlights this spirit by reflecting her creative flair, optimism and avant-garde approach to life.’
The new labelling will be introduced at the farm on 22 August. It will appear on all directional signage, stationery, the website, social media platforms and its award-winning wines. Notably, it will appear on a revised wine collection that will place a renewed focus on varietals that best showcase Steenberg’s distinctive terroir.
The first wines to debut under the new label will be Sauvignon Blanc and Merlot from the Steenberg Classic Range.
‘The rebrand comes with a return to what Steenberg is at heart, what it represents and, importantly, what it does best: make exceptional terroir-driven wines,’ Burford said.
‘It also honours the values Ras and the women of today represent: progressiveness, passion, innovation, optimism, empathy and integrity, all of which are vital to ensuring that organisations remain strong, resilient and dynamic.’
STEENBERG FARM
https://steenbergfarm.com/
