JCB Tarot Collection
The mysterious depths of the Tarot Wine Collection
JCB is a luxurious leading wine brand based in California and founded by Jean-Charles Boisset, a French vintner which operates 28 wineries in US, France and Canada. These prestigious award-winning wines are a collection of some of the finest in California and have been ranked 90 points and above by wine advocate Robert Parker.
Originally part of the Secret Indulgence collection Jean-Charles Boisset commissioned The Design Laboratory to bring the Tarot Wine Collection to life. The Design Laboratory carefully crafted each of the 12 labels using open source Tarot artworks and paired them with a discretely simple graphics to let the cards tell the story.
Discipline
Packaging
Industrial / Product
Experience
Sector
Consumer goods
Food & Beverage
Deliverables
Interactive presentations
Print collateral
Art direction
3D rendering
Packaging design
Team
Boris Thuery
Benio Urbanowicz
Jack Frost
Pierre-Félix So
Ilaria Basso
Date
2020
Tarot & wine
This limited series features 12 unique wine bottles, each inspired by a Tarot card. Every bottle is crafted to reflect the essence of its card, creating a collection that is both symbolic and indulgent.
Each bottle contains a 2018 Napa Valley Cabernet Sauvignon—a rich, complex red wine that mirrors the mystery and depth of Tarot itself. Whether enjoyed individually or as part of the complete set, The Cards invite you to sip, reflect, and uncover the secrets within.
Digital experience
Once the wine collection was complete the task was to create a digital wine-tasting experience that brought Tarot to a global audience. Guests who purchased a Tarot bottle or collection could join a Zoom session with a JCB ambassador, immersing themselves in Tarot while savoring Napa Valley Cabernet Sauvignon.
The interactive game, linked to all 12 unique cards, offers over an hour of gameplay. The Design Laboratory designed the entire experience—from game mechanics to visual assets and a digital atmosphere, ensuring a seamless, self-managed journey into the world of JCB and Tarot.
