MAD ROSE

Investment Deck Design, Image Selection & Data Visualization

The Mad Rose Group was founded by Neal Rosenthal in 1977 and is headquartered in Brooklyn. It began as Rosenthal Wine Merchant, a luxury wine importer, and has since branched out to include Mad Rose Journeys and Mad Rose Foods.

The Wall Street Journal lauded Mad Rose for becoming “famous decades ago thanks to their consistently well chosen, high-quality, interesting portfolios of wines.” The portfolio encompasses almost every viticultural area of France and Italy’s most esteemed wine regions, as well as Switzerland’s Valais district and Catalonia. From its retail roots, the company has grown into a highly successful national business with a distribution network that covers 44 states.

Mad Rose was looking for a new investment partner and needed to create a deck to showcase the metrics, history, and productivity of the past four decades.

The aim was to create visuals that reflected Mad Rose’s values of people and terroir. Reading Neal’s book Reflections of a Wine Merchant and getting clear on the company’s values provided the foundation for the aesthetic of the deck. Further photo research in the Mad Rose archives was coupled with original data visualizations (created from the investment banking firm’s Excel spreadsheets) to showcase the strength, expertise, and savoir faire of the company. A wide and deep understanding of the company was central to the information hierarchy and type design of each of the 64 slides.

After circulating the deck and with the help of Carter Morse & Goodrich, Mad Rose did indeed find a partner who invested and furthered the company’s ability to expand its reach.