Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

44. Designing Wine on the Inside … and Outside: Stimulating the Senses with High-End Packaging for a High-End Product

What happens when you combine the passions of a winemaker with visual designers? You get JAQK—Jack, Ace, Queen, and King—an exquisitely packaged wine bottle with a deck of distinctively designed playing cards. The visual marketing campaign for JAQK Cellars celebrates the passion for wine and the playful side of life.

Why It Works

Everything about JAQK Wines is carefully selected: from the grapes that Craig MacLean uses to produce the wine to the names like Pearl Handle and Her Majesty to the specialty glass from Milan to the design and marketing created by cofounders Katie Jain and Joel Templin of Hatch Design in San Francisco. They've combined wine and gaming in a classic high roller style. The trio indulged their love of wine and visual design to create a product that is well crafted on the inside … and on the outside.

Each wine is designed with its own motif and story. For example, 22 Black is named for the winning number Humphrey Bogart used in Casablanca when he let the young couple win at roulette. Jain points out that everybody plays cards, and for her wine company, she wanted a universal theme that would resonate with customers—not something that was about ...