BUILD A
BIGGER TABLE

In a category that looks and tastes the same, Young Hero partnered with Lobos 1707 to launch their new trademark of Tequila & Mezcal finished in PX Wine Barrels from Spain. The go to market plan included the creation of the Lobos 1707 brand platform Legacy, Love, Lobos, visual identity, integrated campaign, web design, media and social strategy.

Named after the Spanish word meaning “wolves,” Lobos 1707 is dedicated to celebrating the strength of the pack. From the jimadors, distillers, bartenders, collaborators and advisors, to the Founder and CCO Diego Osorio, CEO Dia Simms and shareholder LeBron James, the anthem film weaves together each individual’s contribution to the brand story. The film finishes with the wolfpack coming together to welcome everyone to a seat at the table – a symbolic gesture inspired by a physical table that was built in the Lobos 1707 office.

Lobos 1707 Tequila Joven Presents:
The Coa’s Edge

Lobos 1707 Tequila Reposado presents: A Liquid Rests

Lobos 1707 Tequila, Extra Añejo Presents: The Alpha Arrives

Lobos 1707 Mezcal Presents: The Dark Abyss

WEBSITE
DESIGN

With such rich history and unique Tequila and Mezcal product offering, bringing the same level of conceptual thinking and brand storytelling to the digital space was key.

Juxtaposing both digital and film photography captured on site in real Lobos 1707 locations maintained authenticity. Clean layouts and intuitive UX allowed users to navigate through the brand journey, learn about the Lobos 1707 liquids, and purchase the offerings via ReserveBar.com API.

Campaign
Photography

Leaning into the Lobos 1707 pack mentality, we set out to collaborate with individuals whose strengths would elevate the brand’s creative vision. Justin Bettman led lifestyle and go-to-market founder photography for press, while Josh Dickinson created distinct visual worlds for each of the Lobos 1707 Tequilas and Mezcal.

Branding
Design

Inspiration for visual identity and branding was derived from the environment that surround the brand’s history and heritage in Mexico. Lunar cycles outlined varied lighting for each Tequila and Mezcal, while color palette was adapted from the real world elements that originate the tequila making process: Blue Weber Agave, red wet clay of Jalisco, blazing bright fire of the sun, the dark volcanic soil of Oaxaca, and the texture of aged Spanish PX Wine Barrels.

Social content Toolkit

Building on the concept of unity and the strength of the pack, the design of the Lobos 1707 IG was inspired by mixed media, collaging, and juxtaposition of brand elements: the sum of our parts. In addition to a rallying hashtag, we provided pack members and influencers a suite of brand assets they could share on launch week.