02 November 2016

THE DOMAINE LABEL : BACK TO THE FUTURE

The Domaine Leflaive label is the same since its inception in the 1920s, when Joseph Leflaive decided to bottle at the property. Over time, some developments have enabled it to keep its modernity.


This label is resolutely modern and was already so when created nearly 100 years ago. The shining white background contrasted with the fashion at the time of darker and parchment style labels. The coat of arms, two cockerels on each side of the shield which displays five Saint Jacques shells : Puligny is on one of the pilgrimage routes to Santiago de Compostela, some 1500 kilometres away.


The two cockerels have even become today the hallmark of the Domaine in Asia which affectionately refers to Domaine Leflaive as '' Shuang Ji '': the-two-rooster-estate.


The only concessions to the passage of time is the compliance with the successive legal requirements : volume, alcohol content, origin of the wine. In the 70s, Vincent Leflaive and Jo decided to remove the motto: '' Mypont, difficile à passer'' -Mypont, difficult to go through- in reference to the toll that collected taxes in fifteenth century in Puligny. Centuries after, it was rightly perceived as somewhat paradoxical to advertise great wine in such a way....


Over time, labels being digitalised from previous ones lost their precision, with bolder letters and showing less and less details.


This is why, to highlight the modernity, elegance, and simplicity of the initial label, a refresh was necessary. Now the label is more plain, with legal details regrouped at the back. The coat of arms was redesigned to show the smallest details (look at the dots inside the shells). Each letter has also been redesigned, with a more accurate and thinner appearance.


It is through this simplicity that we eventually appreciate Joseph's vision and modernity when he decided to dare a breakthrough innovation : bottling at the property.




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