Fairview's new label incorporates brand elements

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The new label was designed by owner, Charles Back and designer Vicki Peter, in conjunction with Anthony Lane Design Consultancy.

As the farm's vineyards, winemaking and market have evolved, so the brand has remained at the forefront of innovation, evolving and moving with the times. It is only fitting to have a new label that reflects its evolution and fundamental principles and embodies the values which are held by the team.

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Label elements:

• Newly designed Fairview crest, which is unpretentious and has a distinctive agricultural feel, forms the heart of the new label
  
• Farm worker - spade in hand, holding a bunch of grapes pays
  homage to the vineyard workers, who are integral to producing
  quality wines
  
• Goat - a significant part of Fairview's history
  
• Sheaf of wheat - represents the bread which is baked daily on the farm at the Goatshed restaurant
  
• Three stars and the shell above the crest - taken from the imagery on the gable of the manor house. The stars represent guidance and the shell fertility

Crest centre

• Key unlocks knowledge and potential and opens doors to new opportunities
  
• Basket press represents the artisanal nature of winemaking and cheese making
  
• Olive tree represents growth and the importance of family and its deep roots also represent a well-established and trusted brand
  
• Scroll symbolises wisdom and values

Other elements

• Fairview winemaker, Anthony de Jager's name has been incorporated in the front label, together with vintner, Charles Back, to acknowledge collective effort
  
• Vintage has been removed from the label and been added separately on the neck
  
• Iconic Goat Tower has been included in a stylised manner on the capsule of the bottle, which makes for easy identification when on a wine rack or in a cellar