The Role Of Illustration in Wine Label Design Through The Example Of Château Mouton Rothschild

Abstract

Wine label design, a diverse product range within packaging design, has evolved over time as a part of wine production and consumption culture. Wine labels, once solely for informational purposes, have now become a fundamental tool for artistic expression, visual narrative, and brand identity building. Illustration, a key element of visual design, plays a significant role in this transformation, transforming wine labels into a small but distinct communication medium. These labels stand out as visual tools that convey themes such as authenticity, tradition, nature, and cultural memory to the viewer. This study examines the historical development of wine label design and examines the impact of illustration in this process. Using the example of the French wine brand Château Mouton Rothschild, the research analyzes the role of art and artists in label design. This brand has adopted an unconventional and original approach to its labels and has consistently maintained this approach over the years.

The brand's works, ranging from figurative illustrations to conceptual and minimal works, visualize the spirit of each harvest year, offering narratives that are sometimes poetic, sometimes symbolic, or even personal. This article demonstrates that illustration is not merely a visual ornament, but rather a bridge between art, storytelling, and sensory experience, becoming a defining element in the formation of brand identity. As in the case of Château Mouton Rothschild, the way illustration is linked to the product label is not merely an aesthetic choice but also the result of a strategic design approach that reflects the brand's values, vision, and cultural discourse. In this context, the role of visual arts in marketing and brand narrative presents a significant area of investigation for contemporary design research.