A living estate, expressed with restraint

Château Lafitte is a five-hectare family estate in Monein, at the heart of the Jurançon appellation. Petit Manseng and Gros Manseng share the vineyard equally. Managed by Antoine Arraou since 2012, the estate follows organic and biodynamic principles rooted in a clear belief: wine should emerge from a balanced ecosystem and express the integrity of its land.

Design as stewardship
I have accompanied Château Lafitte as design consultant and art director since the estate’s creation in 2004. The challenge has always been to give each wine a distinct presence while preserving a coherent family identity—and to communicate environmental commitment without turning it into a decorative claim.

A visual language shaped by the wine
The identity is built from honest materials, precise typography and deliberately restrained graphic systems. Rather than competing with the product, the design creates space for the character of each cuvée to emerge. Labels, packaging and digital applications balance individuality with continuity, translating the estate’s values into a contemporary visual language.

An evolving system
My role spans brand direction, naming and hierarchy, label and packaging design, digital design, communication assets and long-term art direction. Each new cuvée becomes an opportunity to extend the system without diluting it, responding to the wine’s personality, production realities and the wider commercial context.

Continuity over time
The result is not a fixed identity but a durable framework that has grown with Château Lafitte for more than two decades. Craft, sustainability and restraint connect every touchpoint, making the visual expression inseparable from the estate’s relationship with the land and the integrity of its wines.