FIERCE COMPETITION
Backed by names like LeBron James and Arnold Schwarzenegger, Lobos 1707 Tequila and Mezcal grew its first base of loyalists fast. However, with increasing competition in the market, Lobos 1707 needed a strategy for scaled success — one that differentiated it from the crowd, reinforced its authenticity, and appealed to new consumers.
        We developed a new, future-proof brand ready to prove Lobos 1707’s authenticity through craft and culture and successfully enter into new markets worldwide.

CALL OF THE WILD
At the core of Lobos 1707 is defying expectations. The founder, Diego Osorio is an artist with a family history steeped in Spanish wines, not Mexican spirits. The brand’s high-profile champions are also people who made their names by defying the odds. Even the product itself is unconventional: it’s finished in sherry barrels, giving it a unique taste of southern Spain.
        So, it was clear from the start that the brand we built would need to follow the same defiant ethos. It would carve its own path, like a wolf claiming new territory. Every choice we made, from liquid to label, embodies the wolf's untamed spirit. 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 honor Lobos 1707’s unique sherry finish and celebrate the brand’s craftsmanship and quality.
        Lobos—or wolves in English, is more than a name; as a logo, it reflects the authenticity—and audacity—infused into every part of the brand. Guided by both tradition and instinct, Lobos is free to roam wild.
        That spirit of freedom echoes in our editorial style, with its spontaneous, unrestrained quality that remains ever-evolving. Our photography captures the essence of the 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—they’re a metaphor for the strength, freedom, and unyielding character that defines Lobos 1707.
        The most significant technical consideration came with the Lobos bottle, a design that couldn’t change. Instead, we created a versatile design system that conveyed evolution while 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
Tradition meets innovation and celebrates 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.