LPL Denneboom


A label that bears fruit!

“Traditional, modern, unpretentious, natural, elegant, beautiful yet practical and above all family orientated,” describes Elizabeth de Waal from Denneboom Vineyards & Wildlife when talking about the personality of their family’s farm brand. These words also perfectly reflect this dynamic husband and wife team, whose personal touch can be experienced in their superb quality olive oils and wines as well as in their lovingly restored guest cottages.

As the 6th generation to farm in the Voor-Paardeberg valley, Willem de Waal brings his deep heritage roots whilst Elizabeth’s creativity and love of beauty complements his hands on practicality. Their mutual love for nature is actively demonstrated in both the wild game that roam freely across sixty hectares of allocated reserve, as well as in their sustainable farming philosophy.

“We don’t see ourselves as owners, but as custodians of the land,” explains Willem. “Tread lightly, pay respect and follow nature are core to how we farm  as we focus on the creation of a biologically sound environment with minimum intervention in the natural processes.” As an example, Willem described their use of wasps instead of insecticides as a biological pest control. 

When it came to designing the Denneboom olive oil packaging, the challenge the De Waal’s presented to Vicky Jane from Jane Says Design was to incorporate all of the above elements into one label that would appeal to South African families. The next step was to find the right self-adhesive substrate that would complement the stunning design. Elizabeth’s brief to Dewald Venter, Sales Representative from Cape based Lebone Paarl Labels, requested texture and a more earthy colour. 

“TreeFree paper was one of the first samples Dewald presented to us, and we were immediately drawn to its natural textured feel and off white colour,” explains Elizabeth. “The fact that it was also manufactured from 100% sugar cane bagasse, a fully renewable source, aligned it perfectly with our eco-friendly approach.” Dewald added: “Once I understood the de Waal’s requirements and ethos, I immediately thought of this premium quality uncoated paper.” The choice of substrate further impacted the design as Dewald described how they decided to add a light background print to the label to enhance the textured look of the TreeFree substrate. “Developed in conjunction with UPM Raflatac, Treefree paper is the first label stock in South Africa to be produced without chopping down a single tree,” says Dewald. “It is exclusive to Lebone Paarl Labels to offer to clients were sustainability is a consideration.” 

Dewald further recommended that the labels be printed on Lebone Paarl Label’s HP Indigo digital press. “We were initially reserved about this suggestion as visualised a similar quality to a home printer,” laughs Elizabeth. “We quickly changed our minds when we saw the exceptional quality of Dewald’s printed examples.” “The HP Indigo’s superior technology delivers high resolution printing with perfect registration for colour that matches that of gravure printing,” highlights Dewald. “It’s ideally suited but not limited to shorter print runs and labels requiring variable elements.” 

The completed Denneboom labels were moved directly from the HP Indigo onto Lebone Paarl Label’s customised Abg Digicon Digital finishing line where a beautiful foil was added for an eye-catching, elegant appeal. “TreeFree offers great opacity and trouble-free production hours on application lines lending  itself to any of the value-added processes such as hot-stamp foiling and screen printing,” shares Dewald. “The copper foil colour perfectly complements the soft buff colour of the paper.

The end result is beautifully labelled olive oil that has both visual and tactile appeal for the table and as a gift. “We have received many complements on our labels.” concludes Elizabeth. “I have learnt so much regarding the printing process and what can be achieved working with Dewald. Willem and I look forward to partnering with Vicky and himself with the upcoming refresh of our wine label.”

The team at Lebone Paarl Labels is committed to working closely with their clients to deliver customised solutions for their unique requirements. Reliable delivery of exceptional quality pressure sensitive labels (PSL) is assured through their modern UV flexo and digital self-adhesive printing and finishing technology. For more information, visit or email

Image caption for photo of Denneboom olive oil label :

The thought behind the Denneboom crest

The foiled crest consists of clean, modern lines of a compass which reflect the farm as a destination for wine (vine leaf), accommodation (key), game viewing (eland) and olive oil (olive).

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