The Alexander Estate

Stephen Newton, founder and CEO of Elixirr, fulfilled a lifelong promise when he reclaimed his grandfather Alexander Moir’s old farm and reimagined it as The Alexander Estate.

Set beneath Chapman’s Peak Drive in Cape Town’s Noordhoek Valley, the estate blends a stunning vineyard with serene mountain and ocean views to create an exclusive, five-star retreat.

The challenge

The Alexander Estate needed to engage a discerning global audience before opening its doors, so the website had to establish credibility from the outset.

As a brand-new entity in a competitive sector, the site required a brand experience that could evoke a sense of heritage and exclusivity, while encouraging direct bookings and inquiries.

The solution

Through a series of workshops covering strategy, brand, and UX, we immersed ourselves in the estate’s history, local context, and future promise. Our experts ensured that narrative was incorporated into the website’s design and functionality.

We delivered:

• Digital strategy & brand development: Defining a tone that honors legacy while embracing modern luxury.
• UX & UI design: Creating layouts that let the estate’s stunning visuals, serene surroundings, and carefully curated experiences speak directly to the user.
• Website development: Integrating seamless direct booking, clear contact paths, and intuitive navigation to support an effortless user journey.
• Content refinement and oversight: Editing and shaping client-supplied copy so it aligned with the estate’s brand positioning and user needs.
• Project management: Coordinating teams to ensure everything aligned with Stephen’s vision.

The design reflects the physical experience of the estate. Every element, from the Manor House and vineyard views to private pools and cellar tastings, was designed to feel effortless and personal.

The impact

The website launched as The Alexander Estate’s digital stage, radiating the calm luxury of the vineyard, as well as the significance of the family legacy and founder’s vision.

Key outcomes:

• A site that feels as considered and refined as the Estate itself.
• Credibility built before opening, supporting direct reservations and enquiries in line with the launch strategy.
• A narrative-led design that sets a high bar for luxury newcomers in the Cape tourism space.

Now, the Alexander Estate’s digital presence completes the physical one. Guests discover a brand anchored in place, rooted in story and forward-looking in its intention.

Want to become our next success story? Contact us today to find out how we can support your business.