Icon: art of the wine label
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 wine is grown.Wine label design has undergone a renaissance where art meets marketing in the most powerful way, penetrating the subconscious, utilizing the power of suggestion to imply flavor and quality. The acknowledged masters of the new wine label design are Jeffrey Caldewey and Chuck House. Over the past several decades they have played a pivotal role in defining the global wine renaissance. They have created design for some of the world's most sought after and/or most widely disseminated wine labels. Some labels are even pursued by collectors while others are displayed in the modern household as a design element.This book is a collection of their most important works. Beginning with a short treatise on some of the philosophical aspects of modern iconography, it documents 100 wine labels and bottle designs in life size 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.