Wilderness rebrands
Wilderness, the eco- tourism company has announced its new brand and website; taking its core conservation ethos and passion for hospitality to even greater heights, and ensuring that the company is well positioned for future global growth.
“We’ve changed, evolved, and grown hugely over the years, but our biggest change is finally here”, noted Wilderness CEO, Keith Vincent. “We have an ambitious goal – to double the amount of land we help conserve by 2030. In order to increase the world’s wilderness, together, and to continue protecting Earth’s most iconic wild destinations, we needed to reposition our brand in order to take our pioneering hospitality and conservation model beyond Africa’s borders”. The first change is that the company’s name has been simplified to Wilderness, with Safaris being dropped. “This truly encompasses who we are and what we really do: increasing the world’s wilderness. Although we’ll continue to offer leading safari experiences, it’s time for our name to reflect our iconic destinations and the diversity of places we operate in, both now and into the future. We do so much more than just safaris – from primate trekking to stargazing, nature walks, boating and learning about new cultures”, said Chief Marketing Officer, Simone Strahle. Wilderness’ new logo is an expression of both halves of the business: conservation and hospitality.
It symbolises the places Wilderness protects – unfenced, untamed, and unpredictable, as well as the experiences it creates within them – around discovery, adventure and exploration. It is an abstracted and raw symbol of the wild, which takes its inspiration from the long grasses representing the diversity of habitats and all the areas in which Wilderness operates. It is designed to invite intrigue, and make you want to push through these long grasses to explore what the destination holds. “We are also thrilled to reveal our brand- new website, www. wildernessdestinations. com, which is a better reflection of our wild places and extraordinary journeys. We hope it entices our guests and partners to discover the beating pulse of each different destination within our Collection; that it helps people envision themselves in front of a crackling campfire, listening to the stirrings of the night – bringing them closer to nature and the wilderness”, Simone added.