Lunazul Tequila

Lunazul came to LEAP Agency with a bottle of tequila. It was a damn good tequila, but the brand lacked soul. Previous marketing efforts focused on functional attributes (it’s a smooth-drinking tequila), so LEAP Agency was asked to give the brand some emotional bite.

The journey began with focus groups across the United States to understand Lunazul Tequila’s drinkers.

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.

LEAP Agency created iconic symbols inspired by the wolf and the brand’s Mexican heritage. We added these unique markings to our brand tool kit, so all our photos and graphics are unmistakably Lunazul.

We revamped the website to coincide with the brand relaunch, incorporating new positioning, graphics and tone. It’s now a single stop for information and reflects the brand’s new vitality.

With a clear audience mindset and campaign idea, we were finally ready to release the brand into the wild, including:

Brand videos

Brand photography

New website

Social media

Print and point-of-sale

When the branding launched on social media, Lunazul saw 252% over industry benchmark on Instagram and 552% over industry benchmark on Facebook.

But most importantly, Lunazul sales have significantly increased, and the agave estate in Mexico is taking extra measures just to keep up with the demand.