The Challenge

Mashatu Game Reserve is one of Southern Africa’s largest privately owned wildlife reserves, known for its scale, biodiversity and conservation leadership. Despite its stature, the existing brand did not fully capture the distinctiveness of the landscape or the depth of the Mashatu experience. A complex and ornate brand identity ran the risk of mis-representing services and experience as out-dated, and needed modernising to perform better on digital platforms. 

 

The Insight

True luxury in modern safari travel is defined by meaning as much as comfort — guests are seeking connection, scale and purpose, not just exclusivity.

 

The Solution

We reimagined Mashatu’s brand to reflect the power and authenticity of the place itself. The new identity draws on the reserve’s vast landscapes and wildlife heritage, combining a refined visual language with a narrative that elevates conservation as central to the experience. The system was designed to flex across lodges, experiences and touchpoints, unifying the brand while allowing each offering to retain its own character. Here we included the re-design of flagship property Euphorbia. An ultra 5* experience craved a softer, more exclusive brand identity, that set the product apart from the overall mother brand. 

 

The Result

The rebrand gave Mashatu a clearer and more distinctive presence within the competitive luxury safari market, strengthening its ability to communicate both its conservation credentials and its premium guest experience across digital, print and on-site environments.