De Toren Private Cellar’s reimagined logo signals a bold and exciting future for the Estate
After two successful decades of producing award-winning Bordeaux-styled wines, De Toren Private Cellar has taken the next step in its quest for perfection.
Since its inception, De Toren has been guided by a philosophy of Exclusive Craftsmanship. Throughout the estate’s twenty years, it has been on a journey of constant evolution and dedication to instill the exceptional in every aspect of its offering.
Three years ago, a Swiss shareholder team bought into this vision of excellence and this has marked the dawn of a new era at De Toren. The estate has taken several steps forward to further evolve and improve the brand. One of the most significant of these evolutions is the redesign of the brand’s identity, including its logo.
When De Toren was officially founded in 1999, there was careful consideration put into creating an identity that captured the essence of what the estate was aiming to achieve. The original logo was designed with two main aspects in mind – the brave spirit and pioneering vision of the founder and the estate’s sole dedication to the five classic Bordeaux varietals. A lion was chosen – a long-standing symbol of courage and strength, elegant and strong, the previous logo served De Toren very well for two decades.
Now, the estate’s emblem has been reimagined to serve its current goals and acknowledge the injection of new energy and vision into the brand. A deep dive of research into the history of the area led to the rediscovery of the Cape Lion. A majestic black-maned lion, larger than many other species, who once roamed the lands of the Western Cape, where the De Toren estate now sits. With this discovery in mind, the original lion was lovingly redrawn to better showcase the legend of the Cape Lion and symbolise the South African heritage of the estate. It also serves to emphasise the bravery and power in the new brand identity, while seamlessly blending the old with the new.
“We inherited an award-winning brand with a stellar Bordeaux-styled portfolio that has captivated palates around the globe. Upholding the high standards that our predecessors have set is a task we took to heart. We have and always will be committed to continuing the legacy of De Toren, expanding the vision and taking the story even further”, says CEO of De Toren, Daniel R. Mueller.
The new lion has been artfully placed inside a gold oval band – a keepsake of the previous logo that symbolises continuation and De Toren’s ongoing journey towards perfection. Within this gold band now lie five-diamond icons – the representation of De Toren’s special connection to the five Bordeaux varieties that are grown on the estate to craft each of its iconic Bordeaux-style blends.
Anchoring the new logo and nodding to its predecessor, the fleur-de-lis symbol has once again been incorporated to reflect De Toren’s intimate connection to France’s Bordeaux region.
Colour was then used to deliver the finishing touches. The original black background was lightened to contemporary charcoal, in reference to the new contemporary era of De Toren. The Cape Lion shines through in shades of satin and metallic gold and sits on a deep burgundy background, which represents the depth and complexity of De Toren’s wines.
“As an employee of De Toren for more than 20 years, and a shareholder for many of them, I can honestly say that the time was right for these changes and upgrades. The team has welcomed the Swiss shareholders and their vision for the brand and have seen first-hand the result of newfound energy being injected into the brand “, adds Managing Partner & COO, Albie Koch.
The result is a logo that worthily reflects the roots and heritage of De Toren while showing the brand’s renewed promise of ‘Experience Exceptional’. It is an inspiring indication of a bold and exciting future.
