A Collaboration Rooted in Legacy and Impact

OVERVIEW /

Lobos 1707 is an award-winning Mexican tequila and mezcal brand founded in 2018, built on values of legacy, unity, and authenticity. Their ethos—being unapologetically genuine while lifting up the greater good of the pack—perfectly aligned with the mission of (RED), the nonprofit founded by Bono and Bobby Shriver to harness the power of brands and consumers in the fight against global health crises. This shared spirit sparked a bold idea: What if Lobos 1707 created a limited edition (PRODUCT)ᴿᴱᴰ tequila?

TASK /

(RED) partners with the world’s most iconic companies to create branded products and experiences that generate contributions to the Global Fund, helping deliver lifesaving treatment to HIV+ women in sub-Saharan Africa. Lobos 1707 aimed to join this movement, and Gusto Design Co. was brought in to bring their vision to life. We concepted multiple designs to help Lobos 1707 pitch (RED)—and one concept rose to the top: a limited-edition Reposado like nothing else in their lineup.

RESULTS /

We developed a striking, all-red bottle—unlike anything previously seen from Lobos 1707. The redesigned wolf head logo, inspired by the embossed mark on some of their glass bottles, gave the brand a more modern, untamed feel. Our goal was to elevate and “undomesticate” the aesthetic—and it worked. The Lobos 1707 (PRODUCT)ᴿᴱᴰ Reposado Tequila became a standout among collectors and fans, merging design with purpose in a truly meaningful way.