Lobos had awareness but lacked meaning. In a category dominated by aspirational imagery, the brand blended into a sea of sameness.
Our insight revealed a cultural shift: consumers were exhausted by curated perfection and were seeking authenticity and a more liberating mindset.
The objective was to transform Lobos from a celebrity-backed lifestyle brand into a cultural counterpoint — one that rejected polished category tropes and offered permission to reconnect with instinct.
New positioning: Undomesticate.
We rejected traditional tequila codes.
No aspirational fantasy.
No luxury clichés.
Instead, we built a mythology centered on ritual and a return to true instinct.The Center for Human Undomestication reframed tequila as a catalyst for freedom rather than status. Different tequila-based treatments for Undomestication were offered. Symbolic acts — burning the suit, dropping the mask — shifted the brand narrative from admiration to participation.
This was not a visual refresh.
It was a belief reset.
• 600% increase in search interest
• 50-point Nielsen brand shift
• Strong sales growth
• Acquisition by Diageo within 12 months
The rebrand didn’t polish the brand — it liberated it.
