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.

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ICON is a tour de force, a signature piece representing the extensive body of work by two of the wine industries brightest stars, Jeffrey Caldeway and Chuck House, package designers.

One once told me that the contents of a barrel, brown bag for a label, sans introduction, sipped from a coffee cup in your kitchen, will defy distinction by most and keep both the wine and the consumer most honest.

But we of sophistication desire more than honesty, and more is ours in ICON. To the vast universe of wine, the package brings order to chaos, diminishes chance, dispels mystery, stamps a caste, creates distinction, and strokes your ego and those of others. We assume the package as an intimate expression of Self, much in the same way one would don a designer creation. Albeit, a label does nothing to alter the wine.

In this treatise of wine package history, we are reminded that necessity is the mother of invention. Order to chaos produced the first labels. Labels of origin, distinction, and personality followed. It wasn't until recent times that ego drove the package, and Ego is the stuff of ICON.

This book reveals both Jeff and Chuck as modern day alchemists, intently stirring their witches brew of ego, dream, soil, anxiety, money, sweat, clone, ambition, microclimate, and desire, distilled into an amalgam of glass, cork, paper, and ink which will transform total of Past into the largesse of Future . . . a responsibility from which all but the most tempered would shrink.

And whom amongst us do we charge with this lofty responsibility? It must be entrusted to those select few who have the creative talent, skills, will, and ability to lift mere grape juice to the pedestal upon which it currently resides. Package designers must do for others what they are incapable of doing themselves.

Jeff Caldeway and Chuck House are gifted Iconoclasts, challenged with creating an artistic expression which will herald not only the product but, moreover, the totality of the person, the sole of the winemaker, the beast that lies within. We find the authors delving into a very intimate and complex process of discovery. Needs. Wants. Values. History. Family. Dreams. Hopes. Fears. Stuff. From all this they must derived a package that projects not only the person and the product, but also an expression that potentially becomes a fulcrum on which success and failure balance.

Drawing from ancient beginnings, Jeff Caldeway and Chuck House have successfully bred charm and aristocracy into the great wines and spirits of present day, inscribing pedigree after pedigree that will endure. Page after page brings to mind another example of success that can be directly attributable to the profound influence their package had on the wine selection process.

The depth and breadth of their body of work clearly place Jeff and Chuck at the forefront of the wine package business for more than three decades, leaving a legacy most others could only hope to achieve. ICON secures their place amongst the elite who's creativity exceeded all those before them, who's work will not soon be eclipsed.

Art, beauty, and finesse abound. ICON elicits something that is deeply satisfying, much like a well-turned ankle or great music. Printing, inks, paper, photography, binding are all first cabin. ICON is a calling card, a testament, and an example of excellence that the authors expect from themselves and deliver to others.

We are blessed to have such a fine compendium to grace our lives, the likes not often achieved. It is a gift, a reference, a history, a conversation maker, and a commanding centerpiece for any lover of wine and art. I would recommend you add ICON to your collection and see how long it stays on your coffee table! I hope you enjoy it as much as I do. Share it with a friend.

3 of 3 found the following review helpful:

Must HaveSep 26, 2003
A designers must have! Great inspiration on pushing the envelope in packaging design. Jeffrey Caldewey and Chuck House are the top of their field and it shows in every design. A great gift for the upcoming holidays. Everyone from wine connoisseur to artist will enjoy this book.