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Southbound Southbound Southbound
Southbound Southbound Southbound

We rediscovered tequila with Southbound and crafted a branded experience of tequila sophistication and deep cultural resonance.

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(01) Project

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.

  • Engagement Flagship®
  • Type New Brand
  • Category Spirits
  • Services Strategy, Identity, Package Design
(02) Challenge

Redefine tequila's perception, shifting it from spring break and party culture to a sophisticated, cultured spirit.

In the world of spirits, tequila often found itself pigeonholed – a symbol of reckless abandon rather than refined enjoyment. This was the challenge at the heart of rebranding Southbound Tequila: transforming a drink commonly associated with impromptu parties into a sophisticated choice for discerning entertainers. The key lay in creating a brand identity that transcended traditional perceptions.

(03) Motto

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 Testimonial

Let'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.”

(04) Motto Method®
/ Immersion

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
(05) Motto Method®
/ Brand Strategy

A paradigm shift in perception.

Our approach intertwined strategic positioning with compelling storytelling. We recognized the untapped potential of tequila as an elegant, mature drink, perfect for sophisticated gatherings. Through meticulous market research and creative workshops, we crafted a narrative that resonated with a more upscale audience while staying true to tequila’s rich heritage.

  • Purpose and Vision Language
  • Pillars and Purpose
  • Idea Worth Rallying Around®
  • Audience Personas
  • Core Values & Behaviors
(06) Motto Method®
/ Verbal Identity

A savory voice, distilled and perfectly crafted for the smoothest tequila.

Every aspect of Southbound’s visual and verbal identity was carefully curated to reflect its new status. From the minimalist design aesthetics to the evocative messaging, each element is a testament to the brand’s commitment to quality and sophistication. The visual identity, with its earthy color palettes and stylized agave logo, encapsulates the essence of Southbound – elegant, refined, and deeply rooted in cultural sophistication.

  • Voice Pillars
  • Name Attributes
  • Key Messages
  • Brand Manifesto
  • Verbal Guidelines
(07) Motto Method®
/ Visual Identity

A minimal and refined visual brand system anchors 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.

  • Logotypes
  • Color Palettes
  • Icon
  • Typography
  • Secondary Marks
  • Brand Usage Guidelines
(08) Post Launch/
Brand Impact

Celebrating craftsmanship, Southbound wins hearts and awards in the tequila industry.

In its pre and post-launch, Southbound secured investors and generated excitement across all major touchpoints. In partnership with Southbound, JM Collective shot, directed, and produced all photography and videos, including social media. Thank you to their team for the beautiful photos and video.

  • Gratis Beer Southbound x Jay Cutler
  • Nashville News Recipes with Ivey Childers
  • Las Vegas Spirit Awards Gold Winner

Are you ready to rally around your big idea?

Let's work together