Cahier Vinexpo à la page Creative juices The wine labels identifying each bottle are breaking new ground. Illustrators are creating designs that reflect changes in the French world of viticulture. Governed by the standards of the International Organisation This modest piece of paper is no longer simply a sales tool; of Vine and Wine and constrained by its own small size and it opens up a dialogue between winemaker and artist. “My the shape of the bottle it clads (it has to adapt to the slender mission is to convey the story the winemaker wants to tell, to shape of Alsace flûtes, the stocky clavelins of the Jura and the reflect their identity,” explains Zangs. “There is an emotional classic bottles of Bordeaux, as well as their stouter Burgundian component. We are artisans too, just like the people we’re counterparts), the wine label could just be a dry source of working with,” confirms Michel Tolmer. Artisans who put information. Indeed, for a long time it remained unobtrusive heart and soul into what they do, and who are well aware that and classical in appearance—a simple tool presentingpeople often choose content on the basis of the container. the names of the château and cuvée, the appellation or grape variety. But some, like artist Michel Tolmer, lavish great attention on it, because for them it’s a key factor when it comes to choosing a wine: “If a novel is good but has an ugly cover, you’ll have trouble selling it. My work, which was neglected by graphic designers for a long time, is designed to showcase it, Étiquette to make it look better.” pour Tonton Le P’tit It’s in the field of natural wines (made with minimal chemicals) de Vincent Wallard,Nouveau that winemakers have cast off the shackles and dared to create par Louise Sheeran. unconventional labels. Many of these wines don’t belong to Louise Sheeran’s label an appellation, so there’s no obligation to name a grape variety for Vincent Wallard’s or a terroir. As a result, the wine label becomes a true vehicle Tonton Le P’tit for expression and a way of standing out from the pack. Off- Nouveau label. beat, assertive, colorful, sometimes biographical—and always uninhibited—it gives these young entrepreneurs an opportunity Essais d’étiquettes to stand out, to create an identity. “The labels I used to see were pour des beaujolais always black, white and red. I wanted to be different, just like de Karim Vionnet, the wines I work on,” recalls the graphic artist Anatole Zangs. par Michel Tolmer (ci-dessous). Illustrator Louise Sheeran doesn’t rule out any type of graphic Trial Beaujolais labels style: “I always start with a pencil drawing. I try to find an for Karim Vionnet by accord between the wine and its visual form. After, I might use Michel Tolmer paint or collage . . . I always keep the scale in mind—if I propose (bottom). something complicated, it won’t be legible once it’s printed. The label must be a little doorway into the wine.” L’ABUS D’ALCOOL EST DANGEREUX POUR LA SANTÉ. À CONSOMMER AVEC MODÉRATION. DRINK IN MODERATION. ALCOHOL ABUSE IS HARMFUL TO YOUR HEALTH. 266 tonéF cirÉ - remloT lehciM - nareehS esiuoL ©