Jabulani Safari Unveils New Brand Identity: 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 launches a new visual identity that honours its roots and redefines its place in the world of luxury travel.
Greater Kruger Area, South Africa — 24 April 2026
Jabulani Safari, situated within one of the most storied private game reserves in the Greater Kruger area, today announces 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.
From Farmlands to Safari: A Family Legacy
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.
“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. This new identity honours that journey, our family legacy, our elephants, our 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.”
Adine Roode | Managing Director, Jabulani Safari
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 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.
One of the Most Remarkable Conservation Journeys in the Region
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.
“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. Chantel keeps saying we want it to feel like Breakfast at Tiffany’s, timeless, iconic, and little bit glamorous, but still easy and effortless. 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.”
Ruan Roos | Lodge General Manager, Jabulani Safari
Soulful Safari, Refined in Luxury
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 the stay is thoughtfully designed to feel both meaningful and memorable.
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.