Designing a brand identity for a South African vineyard estate before its walls were even built
Role
Brand strategist and designer
TIMELINE
2 months
TEAM
1 UI/UX designer, 1 product manager, 1 developer
SKILLS
BRand STRATEGY
BRand design
What I did
I defined and designed the brand identity for The Alexander Estate, a historic South African vineyard turning into a high-end destination for international guests. With no physical space to show and a full renovation underway, we built the brand from scratch, drawing from the land, the family, and the local culture.
How I did it
I ran stakeholder interviews and collaborative workshops to get to the heart of the brand. I translated family history, landscape and local culture into a visual and strategic direction.
I developed the full visual identity: from logo mark and crest through to a hand-drawn illustration system of fourteen Cape Town-specific flora and fauna, and a colour palette pulled directly from the natural landscape.
I helped push The Alexander beyond its wine, repositioning it as a destination where luxury and wilderness sit side by side.
listen to What riders said
The best feedback is the kind you don't ask for. Payson McElveen, Red Bull gravel athlete, gave the app experience (unscripted) praise during a stage recap on his podcast. Listen in full at minute 11:31 on his Apple podcast, With Pace.
EXAMPLE APP SCREENS
EXAMPLE WEB SCREENS
