The heady future of wine labels

By James Lawrence

Published: 19 December, 2025

How do you design the perfect, catch-all wine label for the 21st-century consumer? A young start-up may well crave contemporary shock value, but Château Lafite is unlikely to embrace funky designs and psychedelic script when its brand equity depends on projecting notions of heritage and storied prestige. The visual language of yesterday – cursive fonts, textured paper and stately imagery – still has an important role to play in a world where consumer expectations vary significantly.

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