WHERE DESIGN MEETS HERITAGE

The reimagined Icon wine range label

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An icon is regarded as worthy of veneration. The Delaire Graff wine portfolio has evolved into a wine enthusiast’s candy store, in which the Icon range is the Valrhona equivalent. Originally launched as an exclusive lifestyle range in 2010, the Icon range includes the Estate’s most refined wines.

 

Each wine in the collection is extraordinary. The newly introduced Terraced Block Chardonnay Reserve captures the complexity and quality of a unique Estate vineyard. The Cabernet Sauvignon Reserve boasts a velvety texture that is both complex and powerful while the White Reserve is an elevated blend of Sauvignon Blanc and Sémillon. The diamond among the jewels is the Laurence Graff Reserve, with meticulously hand-selected grapes creating a fresh, spicy flavour, with notes of vanilla, dark chocolate and hay.

 

A range defined by elegance, the Icon wines required a refined dress. To reflect the refinement of the wines they adorn, bespoke labels were created, inspired by the timeless Graff Icon motif and paying tribute to the Graff Diamonds legacy.

 

“The Delaire Graff Reserve range was designed to project an aristocratic appeal,” explains Monty Filter, creative director of Brand Tree, the designers of the new Icon label. “The design elevates the range through its use of unique textures and minimalism to create a confident and almost regal appearance. The use of the Graff signature pattern as the main texture element on the label creates a look as though it was embroidered echoing the handcrafted detail of each wine. The ultimate layered experience of taste, texture and emotion is the essence of the Delaire Graff Reserve range design concept.”

 

The delicate lines and flowing curves of the Icon motif draw inspiration from a renowned US$1 million hair and jewel coiffure made by Laurence Graff in 1970. This subtle reference to the Graff legacy adds a sense of heritage to an otherwise contemporary bottle design. The design can be found throughout Graff’s collections and adorning the facades of each Graff boutique located around the world, a renowned indication of superlative quality.

 

“The effortlessly elegant style combines rarity and heritage in a timeless design,” says Johann Laubser, General Manager of Delaire Graff Estate. “With the Icon motif upon the label, the Icon range is now, too, a statement of delicacy and boldness. ”

 

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