JCB Tarot.

Tarot Wine Collection 

& Digital Experience


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.

Product, Strategy & digital experience

“Just like wine, Tarot is always whispering to

you. It weaves truth, stories, secrets, and tales.

All you need to do is slow down and listen.”

The limited series consisted of 12 unique wine bottles each tailored to match a Tarot card. The wine was designed to connect and pair with the contents of each card as well as being apart of a greater collection. Each bottle is a 2018 Napa Valley Cabernet Sauvignon, a great red wine to indulge in the mysterious depths of Tarot. 

Digital Experience


Once the wine collection was designed JCB tasked The Design laboratory to bring Tarot to life on a whole new level. The brief was to produce a digital wine-tasting experience that people could enjoy no matter where they were in the world.


The Design Laboratory built an immerse digital wine tasting experience that allowed a JCB ambassador to join a Zoom call with guests whom had purchased the Tarot bottle or Tarot collection. They were then led through a unique experience giving all guests their chance to participate in the world of Tarot while enjoying the refined flavours of the Napa Valley Cabernet Sauvignon.

The digital game is linked to each of the 12 unique cards allowing more than an hour of gameplay.


The Design Laboratory worked closely with JCB, crafting the experience to be self managed as well as unique. Not only did The Design Laboratory craft the entire digital game board mechanics but they also built unique visual assets and a whole digital atmosphere to help bring the players into the world of JCB and Tarot.