The former Wilderness Safaris has rebranded itself as Wilderness, besides launching a new website. From "humble beginnings" in Botswana almost 40 years ago, the company started with a few rustic tents, a single Land Rover, two dedicated safari guides, and a goal of showcasing Africa’s iconic wild places. Wilderness has since grown into a conservation and hospitality company, with over 3,000 employees and over 60 camps in eight countries.
“We’ve changed, evolved, and grown hugely over the years, but our biggest change is finally here,” said Wilderness CEO, Keith Vincent. “We have an ambitious goal—to double the amount of land we help conserve by 2030. In order to increase the world’s wilderness, together, and to continue protecting Earth’s most iconic wild destinations, we needed to reposition our brand in order to take our pioneering hospitality and conservation model beyond Africa’s borders.”
Vincent adds, “We are the same company, with the same ethos; just with a more modern and edgy look and feel, an exciting new logo and enhanced brand messaging."
As a result, the company’s name has been simplified to Wilderness. “This truly encompasses who we are and what we really do: Increasing the world’s wilderness. Although we’ll continue to offer leading safari experiences, it’s time for our name to reflect our iconic destinations and the diversity of places we operate in, both now and into the future. We do so much more than just safaris—from primate trekking to stargazing, nature walks, boating and learning about new cultures,” said Simone Strahle, chief marketing officer.
Wilderness’ new logo is an expression of both halves of the business: Conservation and hospitality. It is an abstracted and raw symbol of the wild, which takes its inspiration from the long grasses representing the diversity of habitats and all the areas in which Wilderness operates. It is designed to invite intrigue, and make you want to push through these long grasses to explore what the destination holds.
“We are also thrilled to reveal our brand-new website, www.wildernessdestinations.com, which is a better reflection of our wild places and extraordinary journeys. We hope it entices our guests and partners to discover the beating pulse of each different destination within our Collection; that it helps people envision themselves in front of a crackling campfire, listening to the stirrings of the night—bringing them closer to nature and the wilderness”, Strahle added.
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