Fairview celebrates workers with rebrand14th September, 2011 by Rupert Millar
Fairview has introduced new labels emphasising the role of its workers.
Introduced with the 2011 vintage the new label introduces a new coat of arms buttressed with the “iconic” Fairview goat and a farm worker.
Speaking to the drinks business, Fairview owner Charles Back said that the “development of human resources is vital for South Africa” and that he is seeking to “empower all those who participate in the brand.”
Back said that he had been working on the redesign for a little over a year and the new emblem incorporates everything the farm is involved in.
A press release from Fairview stated: “The crest which forms the heart of the new label is unpretentious and devoid of heraldic devices, ribbons or shields. It has a distinctive agricultural feel and conveys the essential elements that encompass Fairview.”
He also added that he believed it to be the only label in South Africa that visibly made a reference to the farm workers.
The shield is quartered to include a key, a basket press, an olive tree and a scroll, which variously represent the Back family, values, the importance of family and growth and the artisanal nature of the wine and cheesemaking.
The crest is three stars and a shell, which is the imagery on the gable of the Fairview manor house – completed in 1722.
These motifs were chosen to highlight the work over the last two decades of the team who have “worked tirelessly to acquire better vineyard sites and to improve the vineyards, cellar facilities, winemaking and cellar door experience.”
Back insisted that the goats would remain in the “Goats do Roam” and the new “La Capra” ranges to retain a sense of fun.
A Q&A with Back will appear on the drinks business’ website next week.