Herdade de Coelheiros is a wine estate located in the Alentejo region of Portugal, in the village of Arraiolos, known for its handmade tapestries. Their basic cross stitch, which can be traced back to the 17th century, has adapted to several cultural influences overtime, from Persian arabesques to Portuguese late gothic motifs or even rococo. The cultural and economical importance of this artisanal manufacturing industry has recently been inspiring contemporary approaches, as a way of revitalising the craft and giving it new uses and meaning for the 21st century.
Capturing the detail, rigour and versatility of the techniques used in the tapestries, a visual code system was created and used in the design of the new visual identity and wine labels for Herdade de Coelheiros. Individually, each visual code represents a particular wine, the fullness and body of each grape variety translated in the different drawings, the saturation of the colours and the density of the surfaces. Together, as a collection, they reveal a common language, grounding Herdade de Coelheiros in its location, full of traditions and a rich material culture.
