JCB, a prestigious Californian wine brand, commissioned designlaboratory* to create a unique collection – Secret Indulgence. This limited series of twelve exclusive bottles showcases some of California's finest award-winning wines. designlaboratory* was tasked with redefining the traditional approach to wine branding by intertwining storytelling with wine and food pairing.

Each bottle in the collection tells its own individual story, building a strong narrative and visual identity that sets them apart from the usual wine market conventions. These stories are presented on a dedicated website, allowing consumers to connect deeply with the experience. The wines, which have received 90 points and above from wine advocate Robert Parker, embody indulgence and refinement, offering a luxurious experience to those who savour them.