The wine label is a powerful icon of modern civilisation. It is
a precious object of art that symbolises 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 flavour 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. This book is a collection of their most
important works. Beginning with a short treatise on some of the
philosophical aspects of modern icongraphy, it documents 100 wine
labels and bottle designs in life size with complete descriptions
of the genesis and thought behind each deisgn concept. This book
will become a classic in package design and essential for wine
marketers and those who collect label art.