Cairns made of pebbles, found in the Domaine Lévéjean’s vineyards, are the protagonists of these wine labels printed on Cotone Bianco UWS.
Domaine Levejean is a winery located on the former bed of the Orb river, in the southern French village of Thézan-lès-Béziers. For three generations the Prades family, who founded the winery in 1947, has been guided by its passion for viticulture.
The name Lévéjean probably originates from the Occitan language. Indeed, the word is a contraction of the following terms: Leve + Jean (John). “Leve” comes from the Occitan Levada which would mean an elevation, a raised soil, an embankment or a mound intended to protect the vines against rising waters.
The branding visually assembles the three main factors that make the Lévéjean Domain unique, namely its modernity, its history and its terroir that makes the wines elegant and fresh. The visual identity is centered around these three key elements. First, let’s talk about the building. The winery’s modern architecture acts as a symbol for the Prades family’s vision and its production philosophy. Secondly, the history of the domain is represented by the etymology of the name. This story, in addition to evoking the passion of the Prades family, anchors the estate in its soil by the meaning of its name: Lévéjean. Thirdly, the lifting of the soil induced by its original source is found in the building´s pedestal in the logotype. In addition, to be a nod to the winery roots, this visual element creates a link between the three components that are mentioned here.
The winery recently obtained the environmentally friendly certification for its production techniques.
The labels, created by the designers of Studio Asenso, show cairns made of pebbles found in the winery’s vineyards.
These cairns represent the unique terroir and soil of the Domaine Lévéjean, and they echo the body of the wines, their personality. Depending on the cuvée, the cairns can evoke roundness, lightness, subtlety and even power. They therefore directly refer to the wine in the bottle. The photos are taken from a suitable angle to reveal only one side of the cairns, which highlights the shapes and patterns of the labels whilst emphasizing the minerality of the pebbles.
Both designer and printer were inspired by the Arconvert’s self-adhesive paper Cotone Bianco Ultra WS. Cotone Bianco Ultra WS, with its natural texture and white nuance, is a tree-free self-adhesive paper made of 100% cotton fiber. Thanks to the Ultra WS treatment, it is ideal for slowing graying and wrinkling on bucket labels. Furthermore, it contains a special mold inhibitor which makes it particularly suitable for the labeling of quality products that age in the cellar.