Steenberg Farm has unveiled a refreshed brand identity – the announcement highlights the role of the farm’s founder and women in its development and success, and what this means for society today.
Steenberg Farm in Cape Town’s Constantia wine region is rebranding to capture the essence of its storied evolution from historic farmland to premium lifestyle destination – where leisure meets serene luxury in an idyllic setting.
Over 300 years after being established as one of the Cape’s first successful farms, Steenberg has become an urban sanctuary renowned for award-winning wines, a five-star hotel, spa, two restaurants and an 18-hole championship golf course.
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 traveler’s paradise, marrying prestige and playfulness with heritage and innovation.
‘Feeding Place of Swans’
Their current 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 Catharina 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 Catharina’s enduring legacy at Steenberg.
Catharina established Steenberg in 1682 as a significant producer for supplying nourishment and sanctuary to travelers seeking refuge at False Bay during winter. It still stands as a beacon of joy, a place of enchantment and luxury, beckoning all to become part of its tradition of excellence.
Catharina’s frontier spirit
Fittingly, Steenberg launched the rebrand on 8 August, 2024, the eve of National Women’s Day, as a homage to Catharina’s 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,” says David Burford, CEO of Steenberg owner Beck Family Estates. “Catharina’s 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. Notably, it will appear on a revised wine collection that will place a renewed focus on varietals that best showcase Steenberg’s distinctive terroir.
Steenberg Classic wine range
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 says.
“It also honours the values Catharina 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.”
In a nutshell
Steenberg Farm Constantia Cape Town rebranding
Steenberg Classic Range