Sun Vacation Club

Refreshing familiar favourites - Learn more

Sun Vacation Club is home to two of Sun City’s most recognisable and beloved leisure properties: The Aviary and The Reserve. For generations, they’ve been synonymous with unforgettable family holidays, iconic destinations deeply woven into South Africa’s memory of escape and leisure.

When The Reserve underwent a R210 million transformation, Sun Vacation Club saw an opportunity: not only to modernise the space, but to reignite the emotional resonance of both properties for a new generation of travellers. Circle was commissioned to evolve the brands visually, strategically, and narratively, while preserving their nostalgic charm.

Sun City is not just a resort, it’s a realm of storytelling, rich in myth and wonder. We tapped into that deep narrative well to create evocative legends that root both properties in meaning:

The Reserve was envisioned as a mythical oasis; an ancient watering hole hidden deep in the landscape. The narrative mirrors the property’s lush landscaping and serene atmosphere, building on its natural connection to wildlife and retreat.
The Aviary took flight from the famed birdlife of the Pilanesberg. We crafted a story that elevated the elegance and prestige of the space while connecting to the vibrant, untamed spirit of the skies.

From narrative came form. We focused our lens, literally, on the textures of nature: feather, fur, and hide. These close-up patterns were abstracted and translated into graphic visual devices that now inform the entire brand system, creating bold yet tactile expressions across digital and print.

The colour palette of Sun Vacation Club was also refined. Where once it leaned bold and bright, we introduced a more sophisticated, modern hue set, echoing earthy neutrals, organic shades, and metallic accents that speak to both premium hospitality and emotional warmth.

Our goal was to evolve, not erase. Through intentional narrative building, tactile visual development, and thoughtful brand expression, Circle helped The Aviary and The Reserve step confidently into a new era of travel and leisure.

Both brands now speak to a new class of holiday maker, discerning, story-driven and emotionally connected, while remaining grounded in the nostalgia and heritage that built them.

This is storytelling in motion. This is the new Sun Vacation Club.