The anti-establishment craft champagne. Being the only female-led independent champagne house, this was an exciting opportunity to reinvent champagne to compete with the establishment, targeting the elusive Millennial champagne drinker looking for a well-priced, trailblazing brand.
Rejecting category norms we strategically chose to illustrate the label where all elements converge to tell the MDC story. Anchoring the label is the figure of a woman, the embodiment of MDC and its female stewardship. Atop her head, the Marquis crown and in her hands she holds contrasting yet balancing elements; the sword – representing bravery, and the torch – the antithesis of the sword, a symbol of enlightenment and celebration.