We started with a bottle. We ended with a brand.
When Lunazul came to us, they had a smooth-drinking tequila that was languishing on the bottom shelves of liquor stores. Previous marketing efforts had focused on functional attributes, but we knew that wasn’t going to be enough to cut through the noise of a crowded market with ever-increasing knowledge of quality in a tequila.
We immediately knew we had to give the brand some emotional bite – to dig deeper and really own something – starting with a compelling point of view. In short, we needed to give the brand some soul. By the time our brand refresh was complete, we had taken Lunazul from a bottom-shelf afterthought to a top-of-mind consideration for the discerning tequila consumer – now prominently featured on the coveted third shelf alongside other premium brands.
What did we find? They are more adventurous than average. They have a combination of wanderlust and comradery, and are drawn to the path less taken. In short, they have a hunger for life.
This audience research set the tone for our strategy. To take Lunazul from a well spirit to a celebrated, in-store consideration, we wanted to inspire our target audience to ask for the tequila with a wolf on it.
Inspired by the wolf embossed on every bottle of Lunazul Tequila, we created a provocative brand mantra that was also a stirring call to action:
We created iconic symbols inspired by the wolf and the brand’s Mexican heritage. We added these unique markings to our brand tool kit to create a cohesive visual language and ensure all our photos and graphics would be unmistakably Lunazul.
In speaking to our target audience, we let the wolf become a metaphor for their own hunger for life and sense of adventure. Informed by audience research, we made Lunazul the brand of tequila that encourages them to gather their pack, hunt for new experiences and devour every moment.
With a clear audience mindset and campaign idea, we were finally ready to release the brand into the wild, including: