Arabella Country Estate, consistently voted as one of the top residential estates in South Africa, has recently undertaken a full rebrand in order to bring their current look and feel more in line with their natural surroundings and eco-system.
“With the popularity of residential estates in South Africa, we felt it was very important to align our estate’s look and feel with all that we stand for and offer our home-owners,” explains estate manager, Dirk Uys.
Situated on the shores of the Bot River Lagoon and within the world renowned Kogelberg Biosphere, the estate contracted in the services of a relationship marketing specialist to help highlight the natural beauty of all the estate has to offer.
The new look logo was developed in tandem with the positioning strapline, creating a 'cohesive whole', which emphasises and embodies "Home to fynbos & fine living" - almost like a mini ecosystem. The more contemporary logo opens the brand to a slightly younger market, radiating a warm, welcoming invitation to the target audience, inviting them to become part of something truly special.
From the logo to the hand-drawn styled strapline and watercolour elements used in the brand collateral, there is an appreciation for the beauty of the environment that radiates through the elements. The photos and textures are like art pieces, causing the reader to take a moment to appreciate it – the same as one would in nature.
The new copy used in the adverts is warm and inviting. Using words like 'pristine', it speaks about the unique offerings of the estate – residential, spa, hotel, and golf – in the same gentle, sensitive, and inviting sense that one would talk about nature.