Côté Soir & Côté Matin
2024
Château Puygueraud
France

Custom Lettering
Hand-lettering
Wine label


Art Direction: Patrick Mazy, Les Choses Bien
Product photography: Gabriel Guibert & Anne Lanta

In the heart of the French Dordogne, the launch of two new Château Puygueraud wines, Côté Soir and Côté Matin, called for two entirely hand-lettered labels. Reflecting the Thienpont family's balance of tradition and innovation, Patrick Mazy (Les Choses Bien) conceived a design where all letterforms from both labels were drawn by hand. Inspired by an Art Déco style, my role was to bring his vision to life, meticulously hand-drawing every single letter and number.

My process began with an exhaustive search for authentic French lettering from 1930s advertising.

This led to the initial sketches, which combined various proportions and styles on the same label. The mission was to place all the hand-drawn elements into Patrick’s label design, staying as true as possible to his concept. The only element not drawn by hand was the digital illustration of the castle, which Patrick created himself.

To ensure the entire piece had a cohesive, handmade feel, even the Héritiers George Thienpont logotype was hand-drawn, following the same typographic style as the original logo.