Jakelskloof Links, originally conceptualized as Schoemanskloof Retreat, is an emerging golf estate development in the Schoemanskloof mountains of South Africa. Designed as a weekend golf destination set in the region’s natural landscape with abundant wildlife, the development required a distinctive brand identity and market positioning, anchored by a new concept.

Jakelskloof Links appointed Tusk to lead its brand development effort, including definition of the new brand strategy, naming and complete visual identity design. Drawing inspiration from the founder’s nickname and the Afrikaans word for jackal, Tusk developed the Jakelskloof name and a geometric fox-inspired brand mark, reflecting the development’s connection to its natural surroundings.

‘The beauty of Schoemanskloof mountains served as the backdrop for us to develop a novel brand that has people in the know noticing us,’ said Jaco Potgieter, Jakelskloof Links founder and owner.