Lobos 1707
Spirits. Superstars. Storytelling.
Role:
Head of Content + Agency Co-Founder
The Summary:
Scaled brand from launch to ~50K annual cases in 3 years.
Secured National distribution in U.S. & Canada.
Majority stake acquired by Diageo.
The Story:
Creative Agency of Record for Lobos 1707 Tequila, working with high-profile investors including LeBron James, Anthony Davis, Lindsey Vonn, Issa Rae & Arnold Schwarzenegger, Creative lead across content, copy, messaging, social, OOH & experiential.
The Task.
Make the brand the star—without benching the All-Stars.
Lobos 1707 is premium tequila with a distinctive bottle, a compelling backstory, and bold-name investors—including NBA superstar LeBron James—that stand out even in the oversaturated celebrity spirits market.
But fame cuts both ways, and while the polarizing LeBron alienated his legions of haters, the brand's "alpha wolf" identity failed to resonate with tequila's No. 1 consumers: women..
The Strategy.
Our agency refreshed the Lobos brand identity while defining a creative strategy that would thread the celebrity needle and ensure the spirit remained the star of the story.
Making tequila memorable is a tall task no matter how many bold names or super-sick wolf logos you slap on the bottle. But Lobos had two other advantages: the liquid itself and the story behind it.
In the early 1700s, Lobos founder Diego Osorio's namesake ancestor made a living transporting Spanish sherry wine to Mexico, and Mexican tequila back to Spain. He used the same barrels for both ends of the voyage—imparting sherry notes to the tequila along the journey. If consumers could learn one thing about the brand beyond Bron, it had to be that story.
The Execution.
Centering the storytelling shifted the brand away from a narrow, masculine posture toward a more inviting and inclusive identity. The work focused on:
A brighter, more modern visual language.
Stronger, more consistent copy & narrative frameworks.
Messaging built around legacy rather than fandom.
We maximized the limited access to our A-Listers by condensing five separate content shoots into one production day—shuttling talent to multiple sets all around a luxury LA hotel to capture a full year’s worth of video, photo, and marketing assets.
The “All For The Pack” platform ultimately supported the brand’s Build A Bigger Table campaign. The result was a more thoughtful and culturally expansive brand—one capable of resonating beyond sports fans, celebrity Stans, and wolves who drink tequila.
