Inside MMD’s 40th anniversary Icon Tasting: design for the cream of the wine trade

Posted 8 months ago in design chat, event design

MMD, part of Louis Roederer and one of the finest names in wine, reached their 40th anniversary this year. This Tuesday, 350 partners and industry leaders gathered at the Royal College of Surgeons in London for their annual portfolio tasting to mark the occasion.

We’ve worked with MMD since 2019 and the brief for their anniversary was to create an identity that honoured 40 years of expertise while feeling contemporary and premium.

It was incredible to see the project unfold:

A custom design 40th anniversary logo balancing heritage with modernity
Invitations for 350 guests (sommeliers, restaurateurs, distributors, press)
A 70-page tasting booklet, the real challenge, documenting MMD’s complete portfolio from current releases to rare vintages
Our branding appearing on environmental graphics and signage throughout one of London’s most prestigious venues

Design for the wine trade by Richard Chapman Studio, London

The tasting booklet was where the design earned its keep with 70 pages of producer portfolios, wine information and pricing. It was elegant, readable, and spiral bound so guests could hold a glass in one hand and the booklet in the other. Perfect for an audience that knows wine intimately and a real sense of continuity of our longstanding design for the wine trade.

On the day, it was incredibly satisfying to see the identity working across every touchpoint: screens throughout the venue, printed materials on every table, booklets in every hand.

Congratulations to MMD on 40 years. We’re privileged to be part of this milestone.