After a chance meeting between CEOs, a data company and a wine app decided to do some outreach together. They setup an exclusive dinner and wine tasting for industry honchos to discuss how data can drive engagement between product and people.

Each pack contains 36 cards, featuring 6 different avatars for wine enthusiasts

Based on data drawn by the wine app and developed by the data company, these six avatars for wine drinkers cover a range of identifiers, used to compare, converse and compete.

Key information includes:

Depth of Field - how far into the world of wine does this type of drinker delve

Buys From - featuring 6 different ways to buy wine

Range - how far does their taste for wine stretch

Skew - demographic skew to avatar

Archetypal Wines - a list of archetypal wines perfect for this drinker

Each avatar was developed purely from data and given an identity, colour and supporting illustration.

The design is predominantly monochrome for a clean, fresh and simple look and data is set in a two-tone style so the player can easily get an idea of the card's strength and weakness against other cards.

However each of the reverse of the cards is varied, so that the deck is gameable and unpredictable

Each avatar is colour coded on the front to make it easily identifiable with a colour that resonates with that avatar.

Inside the pack a concertina folded instruction booklet for a series of different games that could be played with the cards:


Knowing Your Audience (like a game of guess who)

Identify Your Audience (like a memory game)

Targeting Your Audience (like a pairing game)

Capturing Your Audience (like a game of go fish)

Growing Your Audience (like a group storytelling game)

Who Are You (try and categorise yourself)