Idea Worth Rallying Around®
Southbound serves up tequila smooth, not sloppy, establishing an unhurried, unfrenzied, and deeply refined tequila culture.
Brand a tequila that goes against the grain.
Meet Southbound, an expertly crafted premium tequila from Mexico’s most awarded distillery, offering distinct flavor profiles for an elevated, recipe-driven experience. Southbound’s co-founders knew that the true spirit of tequila was more than just salt, shot, lime, and spring break. It’s a profoundly unique liquor with ancient and spiritual roots. Perfect for sipping, mixing, and entertaining.
- Type New Brand
- Category Spirits
- Services Strategy, Identity, Package Design
- Model B2C
Take the spring break out of tequila and show its sophisticated side.
Let’s be honest; tequila hasn’t always sat at the classy table. It’s usually seen as a party shot, the liquid courage that leads to a bar fight. So how do you show tequila’s sophisticated side? You create a brand identity that communicates a more elevated understanding of tequila.
A profound use of storytelling unlocked Southbound’s true essence.
Our Motto Method® is a proven and methodical strategy that respects the delicate balance of strategy and creative work. For Southbound, we developed a comprehensive brand strategy that positioned the brand against the competition and harnessed the power of the founders’ vision.
Client TestimonialLet's work together
“Motto really impressed me. They have a culture of respect, openness, warmth, and creativity. I was excited to see the team's faces each day. There is such a good vibe and I love how hands-on the co-founders are.”
A premium brand story and identity uncovered through a dynamic, collaborative process.
Southbound’s three founders approached Motto® in the pre-seed stage. To gear up for another round of funding, they needed to develop a brand story and design packaging to attract the right investors. Our first goal was to land on the position of Southbound and identify what territory the brand could own. We facilitated strategic workshops to learn what’s missing in the market, surface core ideas and beliefs, and get things right within the brand.
- Landscape Audit
- Competitive Research
- Stakeholder Interviews
- Strategic Workshops
/ Brand Strategy
A focused brand strategy to shake up product perceptions.
The problem is everyone thinks tequila is a party shot that makes you take your clothes off. However, there’s a more elevated side to tequila that many people don’t know. Motto® decided to flip the script on oversaturated male-dominated brand labels. Positioning Southbound as a sophisticated, elegant, and mature choice ensured a strategic territory the brand can own.
- Purpose and Vision Language
- Pillars and Purpose
- Idea Worth Rallying Around®
- Audience Personas
- Core Values & Behaviors
/ Verbal Identity
A savory voice, distilled & perfectly crafted for the smoothest tequila.
An exploration of Southbound’s values and name attributes revealed a focus on Southern hospitality, appreciation for human connection, and being smooth and intentional. These ideas gave way to the message “Go Slow,” — showcasing Southbound’s challenge to the many misconceptions about tequila.
- Voice Pillars
- Name Attributes
- Key Messages
- Brand Manifesto
- Verbal Guidelines
/ Visual Identity
A visual interpretation of the minimal and refined nature of the Southbound.
Southbound needed a Visual Identity as resonant as its taste, one that would catch eyes on a crowded shelf amid competitors. Motto built that identity around simple yet bold elements – typography that echoes storytelling and nostalgia, natural and earthy color palettes, and a downward pointing stylized agave plant logo, a nod to the product’s high-quality origins and Southern focus.
- Color Palettes
- Secondary Marks
- Photography Buckets
- Brand Usage Guidelines
Southbound is ready for its big night out, without the hangover.
Southbound has secured investors & generated excitement from partners in their pre-launch phase. Southbound is confidently poised and positioned for a successful and impactful launch. Boom baby.
- Gratis Beer Southbound x Jay Cutler
- Nashville News Recipes with Ivey Childers