Icon: Art of the Wine Label


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The wine label is a powerful icon of modern civilization; it is a precious object of art that symbolizes and disseminates the cultural and spiritual values of the land where the wine is grown. Wine label design has undergone a renaissance where art meets marketing in the most powerful way, penetrating the subconscious, and using the power of suggestion to imply flavor and quality. Jeffrey Caldewey and Chuck House are acknowledged masters of the new designs and they have created designs for some of the world’s most sought after wines and this book is a collection of their most important works. Beginning with a short treatise on some of the philosophical aspects of modern iconography, this book documents 100 wine labels and bottle designs with complete descriptions of the genesis and thought behind each design concept. This book will become a classic in package design and essential for wine marketers and those who collect label art.

Editorial Reviews

“The wine label is part symbol, part memory, part storytelling. The package personifies not only the personality of the product, but it has the power to transform our own sense of identity.”

Caldewey and House have shaped and influenced the evolution of the international wine label, and developed the concept of the wine package as both a work of art and a commercial enterprise — Robert Mondavi “Robert Mondavi Winery”

About the Author

Jeffrey Caldewey and Chuck House are the cofounders of Icon Design Group, an internationally acclaimed design and marketing firm specializing in brand development of wine labels. They have clients on five continents and have designed labels for numerous wineries, including Château Montelena and Frog’s Leap.

Product Specifications

  • Hardcover: 287 pages
  • Publisher: The Wine Appreciation Guild (2003)
  • Language: English
  • ISBN-10: 1891267302
  • ISBN-13: 978-1891267307
  • Product Dimensions: 8.4 x 1.3 x 13 inches
  • Shipping Weight: 4.1 pounds

Additional information

Weight 4.1 lbs
Dimensions 9 × 2 × 13 in