FIERCE COMPETITION
After 326+ iterations authentically finished in sherry barrels, Lobos 1707 tequila quickly grew a loyal fanbase backed by numerous celebrities.
        But with celebrity tequila fatigue and competition growing, Lobos 1707 needed a longer-term strategy – one that differentiated it from the crowd, reinforced authenticity, and appealed to new consumers beyond sports.
        We developed a new, future-proof brand ready to roam fresh territories, proving Lobos 1707’s authenticity through craft and culture, and successfully prowling into new markets worldwide.

CALL OF THE WILD
By inviting the world to adapt to who we are, rather than conforming to narrow definitions, we crafted a brand with a distinct perspective. Distilling the essence of our founder Diego Osorio's mentality of defying expectations, Lobos 1707 became tequila untamed. Every choice, from liquid to label, embodies the wolf's untamed spirit.
        We set out to carve our own path, like a wolf claiming new territory. Instinct led us to bold choices; our vibrant orange label is no accident. It’s a flash of wildness, a declaration of independence, and a symbol of pride in our unique identity. As we defined our path, we added depth to our label, layering details that honour Lobos 1707’s unique sherry finish and celebrate the brand’s craftsmanship and quality.
        The wolf – Lobos – is more than a name; it’s our logo and the natural embodiment of our vision. Guided by instinct, this figure reflects the audacity and freedom infused into every part of the brand.
        This spirit of freedom echoes in our editorial style, with its spontaneous, unrestrained quality that remains ever evolving. Our photography captures the essence of untamed; defying conventional physics, we create dreamlike scenes where the bottle, often set at a dynamic angle, conveys restless energy. These scenes are not only visually striking but also a metaphor for the strength, freedom, and unyielding character that defines Lobos 1707.
        The most significant technical consideration came as the Lobos bottle design couldn’t change. Instead, we created a versatile design system that conveyed evolution whilst ensuring consistency. From packaging to POS and merchandise to social media, fresh design choices and a passionate, direct tone of voice convey untamed authenticity at every turn.

BACK WITH BITE
Bucking the trend of serious, one-dimensional brands and celebrating the free, nonconformist spirit behind Lobos 1707, our bold new brand stands proud, rallying against definition and limitation.

"Strategically sound and creatively abundant, the team at Landor did an incredible job curating the foundation of our brand truths and building an expanded, meaningful and rich brand story. I still swoon at the elevated visual identity daily.” – Joanna Darst, VP Consumer & Digital Marketing at Lobos 1707 Tequila & Mezcal.