The new identity and wine label collection for Herdade de Coelheiros is rooted both in tradition and ambition to update and resignify that heritage. Capturing the detail, rigour and versatility of Arraiolos' embroidery technique, a visual code system was created and used in the design of the labels. Individually, each one represents a particular wine, the fullness and body of each variety (Tapada de Coelheiros, Coelheiros, Coelheiros – Vinha do Taco e Coelheiros – Chardonnay) translated in the different drawings, the saturation of the colours and the density of the surfaces. Together, they reveal a unifying language, grounding Herdade de Coelheiros in its original territory, full of traditions and a rich material culture.