What we did
Brand strategy
Brand identity
Art direction
Website
In-room elements

Wine-farm getaway in the heart of the village
We developed a brand strategy based on the insight that visitors to Franschhoek are faced with having to choose between staying on an outlying wine-farm or village guesthouse. La Cle is the only property that lets them have the best of both – opulent accommodation on a working wine farm within walking distance from the centre. We ran a series of collaborative workshops with the brand team to position La Clé as a slice of the best of Franschhoek and upgraded the brand to capture the joy and generosity of sharing this exquisite destination with visitors from around the world.

Franschhoek unlocked
We assisted with simplifying the masterbrand name to La Cle ~ “The key” (translation from French) ~ making it memorable, ownable and easy to say and remember, as well as developing a consistent naming convention for the different properties and types of accommodation.

French-accented Cape Winelands style
The key is the signature icon and concept that helps guests unlock the secrets of the valley. The brand balances French-accented luxury with Cape winelands welcome. Each villa has its own colour palette and unique décor, which helps guests to navigate the different offerings. The look-and-feel captures a superlative quality of living, the best of village and valley, the natural beauty, and wealth of art, wine, and food. Our intention is that guests leave as an ambassador of life in South Africa.

Our home is your home
The messaging provides an intimate snapshot of what it is like to stay at La Cle. We invite you to get away from it all amidst the lush green mountains and vines. This is not a hotel, this is your space, your place, where you can experience a rare quality of life, and end up wanting to stay on forever.

Experience the life we love
As the brand translates to a range of collateral, we hope to impart the abundance that make this such a special place. From our own wine label, to locally made artisanal products, to subtle in-room detailing: every touchpoint is filled with our exuberance and appreciation of how wonderful life can be.

Unique viewpoint
The friendly and accessible nature of the brand comes through on a website that lets you feel this is your own holiday home, situated in the best spot in the valley, allowing you to slot in like a local and offering warm touches that make you feel welcome.