Jabulani Safari Unveils a New Brand Identity

by Jade

A Legacy Refined. A Story Retold.

After more than four decades of pioneering land restoration, wilderness stewardship, and conservation in the Greater Kruger area, Jabulani Safari is proud to announce the launch of a refreshed brand identity: a new logo, a new visual language, and a renewed declaration of purpose.

This is not a reinvention. It is a return to essence.

Jabulani Was Never Meant to Be Just a Lodge

The Jabulani story begins not with a lodge, but with land. Over 40 years ago, the Roode family began the patient, purposeful work of transforming farmland into thriving wilderness, restoring ecosystems, reintroducing species, and laying the foundations for what would become one of the region’s most respected Big 5 private game reserves.

What grew from that commitment was more than a safari destination. It was a legacy: of care, of stewardship, and of a deep belief that luxury and conservation are not opposing forces, but natural companions.

Today, that legacy finds its fullest expression yet. The new Jabulani Safari brand identity, crafted with the same intentionality that has guided the reserve for decades, signals a new chapter in how the world will come to know this extraordinary place.

From Farmlands to Safari: A Family Legacy

Every great place has an origin story, and Jabulani’s is rooted in a family’s willingness to think beyond what a piece of land could produce and imagine instead what it could become. The Roode family’s vision was not simply to build a lodge, it was to bring a landscape back to life.

That work took decades. Species were reintroduced. Ecosystems were nurtured. And slowly, patiently, a wilderness emerged, one that would eventually welcome guests from around the world and earn a reputation as one of the finest safari experiences in the Greater Kruger area.

That history doesn’t disappear with a new logo. If anything, the rebrand is a way of making sure that story is told more clearly, more beautifully, and with the weight it deserves.

“Rebranding is something fresh, like a breath of fresh air. It is not about changing who we are, but about refining how our story is told. Over the years, Jabulani has grown from a vision rooted in land restoration and conservation into a soulful safari destination.”
Adine Roode · Managing Director, Jabulani Safari

Adine Roode, Managing Director and a driving force behind everything Jabulani has become, describes the rebrand as honouring the journey, the family legacy, the elephants, the land, while opening a new chapter that feels both timeless and renewed. “It is a way of saying to the world: Jabulani is still the same at heart, but now expressed with greater clarity, intention, and beauty.”

A Visual Identity Built on Timeless Values

A timeless safari lodge deserves timeless branding. The new Jabulani visual identity is refined, soulful, and deeply rooted in the natural world it calls home. The new logo and design language draw from the textures, tones, and rhythms of the bush. Unhurried, considered, and quietly extraordinary.

The brand refresh spans every touchpoint of the guest journey, from digital presence and social media to the in-lodge experience. Every element has been designed to reflect what has always been true of Jabulani: that this is a place where the details matter, where the land leads, and where every stay leaves a lasting impression.

The bush doesn’t perform for you. You learn to meet it where it is. That philosophy is woven into every decision behind this new identity, from the choice of typeface to the colour palette drawn directly from the landscape itself.

The Elephants at the Heart of It All

At the heart of the Jabulani story is its extraordinary rescued elephant herd, a living testament to what becomes possible when care, patience, and commitment lead the way. Each elephant carries its own history of resilience. Together, they represent one of the most remarkable conservation journeys in the Greater Kruger area.

The rebrand does not change this story. It amplifies it. The new Jabulani identity places conservation, connection, and culture at the very centre of how the brand presents itself to the world, not as an add-on, but as the foundation on which everything else is built.

These elephants are not a feature of the reserve. They are its soul. And making sure every guest understands that before they arrive, the moment they arrive, and long after they leave, is exactly what this new identity sets out to do.

Soulful Safari, Refined in Luxury

The new tagline, Soulful Safari, Refined in Luxury, is not a marketing line. It is a promise. It is what guests have always felt at Jabulani, now spoken clearly for the first time.

Jabulani Safari offers guests an indulgent journey into connection, conservation, culture, cuisine, and heritage, all set within a Big 5 private game reserve in the Greater Kruger area. From exceptional wildlife encounters and abundant birdlife, to restorative rest and a memorable gastronomic journey, every element of a stay is thoughtfully designed to feel both meaningful and memorable.

“This rebrand is about polishing what’s always been here: the heart, the warmth, the magic, and making it feel even more intentional from the moment you arrive. We want it to feel like Breakfast at Tiffany’s: timeless, iconic, and a little bit glamorous, but still easy and effortless.”
Ruan Roos · Lodge General Manager, Jabulani Safari

Lodge General Manager Ruan Roos puts it beautifully: the new identity is about polishing what has always been there. The heart of Jabulani, the warmth, the magic, the extraordinary team spirit, hasn’t changed. What has changed is the clarity with which it is expressed. “You’ll see it in the details around the lodge, but you’ll really feel it in the way we host, the small surprises, and the team spirit that makes Jabulani what it is.”

A New Chapter, The Same Heart

Jabulani Safari is a soulful safari destination set within a Big 5 private game reserve in the Greater Kruger area, South Africa. Founded on over four decades of land restoration and wilderness stewardship by the Roode family, Jabulani offers guests an immersive journey into connection, conservation, culture, cuisine, and heritage.

Central to the Jabulani story is its extraordinary rescued elephant herd, one of the most remarkable conservation journeys in the region. Every stay is crafted to be meaningful, memorable, and deeply moving.

This new identity honours all of that. It is Jabulani seen more clearly, a place with roots that run deep, a story worth telling well, and a future as extraordinary as its past.