Brand development, visual language and brand strategy for an environmentally-friendly, family-owned hotel.
The Vineyard was the first English-style house to be built in the area.
Learn more about this project
Nestled on the banks of the Liesbeek River in Newlands, The Vineyard hotel in the heart of Cape Town has been celebrated for its tradition of elegance, eclectic atmosphere and historic legacy. The hotel is situated on a seven-acre property, with a magnificent garden that’s home to a diverse range of fauna and flora, complete with picturesque views of Devil’s Peak.
The Vineyard was the first English-style house to be built in the area, boasting an impressive lineage of owners. Its rich heritage started with Lady Anne Barnard and her husband, Andrew Barnard who built the manor house in 1800.
Today, The Vineyard is proudly owned by the Petousis family and is a sanctuary for travellers. This unique boutique hotel is a merchant of the local community that’s entrenched in history with a backdrop of artistic expression, offering an exceptional eclectic air.
Circle was tasked with the hotel’s brand development, strategy and identity. Being a sanctuary for travellers, Circle strategically positioned The Vineyard as an Explorer Archetype, an enabler for guests that encourages freedom, adventure, discovery, self-awareness, curiosity and is a springboard to authentic Cape experiences.
The curation of The Vineyard’s interiors boasts a culture of craftsmanship, contemporary convenience and historic relevance in a harmonious way. This holistic ethos posed as Circle’s challenge when designing the identity. The aim was to seamlessly create an identity that reflects the hotel’s authentic essence.
Known previously as The Vineyard Hotel & Spa, Circle added an element of confidence by simply referring to the hotel as The Vineyard. The icon within the brandmark is a geometric expression of the old manor house and the placement of the text is a metaphor for the contemporary buildings that are connected to the sides. The square derived from the shape of the window is used as a strong motif that inspired form, patterns and textures that were applied throughout the roll out of the new identity, from menus to door hangers and hotel stationery.
The unique colours chosen were inspired by the superb natural surroundings of the hotel. The amethyst colour signifies the haze that guests witness when admiring the iconic Table Mountain, the granite is reminiscent of a rock type also derived from the mountain and the chardonnay pays homage to the grapes planted in the working vineyard.
Circle also elevated The Vineyard’s tone of voice that enabled a sense of wellbeing, inspiration and encouragement. The visual language was applied to all the collateral throughout the hotel, including in-room communications, stationery, menus and staff uniforms. This visual language will continue to provide a warm, caring and generous guest experience for many more decades to come.
The unique colours chosen were inspired by the superb natural surroundings of the hotel.
Learn more about this project
Nestled on the banks of the Liesbeek River in Newlands, The Vineyard hotel in the heart of Cape Town has been celebrated for its tradition of elegance, eclectic atmosphere and historic legacy. The hotel is situated on a seven-acre property, with a magnificent garden that’s home to a diverse range of fauna and flora, complete with picturesque views of Devil’s Peak.
The Vineyard was the first English-style house to be built in the area, boasting an impressive lineage of owners. Its rich heritage started with Lady Anne Barnard and her husband, Andrew Barnard who built the manor house in 1800.
Today, The Vineyard is proudly owned by the Petousis family and is a sanctuary for travellers. This unique boutique hotel is a merchant of the local community that’s entrenched in history with a backdrop of artistic expression, offering an exceptional eclectic air.
Circle was tasked with the hotel’s brand development, strategy and identity. Being a sanctuary for travellers, Circle strategically positioned The Vineyard as an Explorer Archetype, an enabler for guests that encourages freedom, adventure, discovery, self-awareness, curiosity and is a springboard to authentic Cape experiences.
The curation of The Vineyard’s interiors boasts a culture of craftsmanship, contemporary convenience and historic relevance in a harmonious way. This holistic ethos posed as Circle’s challenge when designing the identity. The aim was to seamlessly create an identity that reflects the hotel’s authentic essence.
Known previously as The Vineyard Hotel & Spa, Circle added an element of confidence by simply referring to the hotel as The Vineyard. The icon within the brandmark is a geometric expression of the old manor house and the placement of the text is a metaphor for the contemporary buildings that are connected to the sides. The square derived from the shape of the window is used as a strong motif that inspired form, patterns and textures that were applied throughout the roll out of the new identity, from menus to door hangers and hotel stationery.
The unique colours chosen were inspired by the superb natural surroundings of the hotel. The amethyst colour signifies the haze that guests witness when admiring the iconic Table Mountain, the granite is reminiscent of a rock type also derived from the mountain and the chardonnay pays homage to the grapes planted in the working vineyard.
Circle also elevated The Vineyard’s tone of voice that enabled a sense of wellbeing, inspiration and encouragement. The visual language was applied to all the collateral throughout the hotel, including in-room communications, stationery, menus and staff uniforms. This visual language will continue to provide a warm, caring and generous guest experience for many more decades to come.
