Lobos
Lobos
Overview
- Paid ad templates
- Social media templates
- Animated title cards
- End card bumpers
- Logo compositions
- OOH billboards
What We Did
The Outcome
Four bottles. One brand. Every channel.
Lobos 1707 is a tequila brand with four bottles. Each bottle needed its own ad. All four needed to read as one brand whether the ad sat in a feed, on a bus shelter or at the top of a video.
Kingsland brought us in as the creative partner. Three jobs: social and paid ads for every bottle, out of home for the brand, and motion concepts for the video bumpers. 2022 to 2024.
Concept to final delivery across digital, video and physical environments
Therum worked with Kingsland and Lobos to support creative direction, paid and social media asset design, motion graphics development, and out-of-home campaign execution. Our role spanned from concept to final delivery across digital, video, and physical environments.
On social, each bottle got a shot, a line and the proof under it. The lockup of all four bottles and the lifestyle frames put the whole range in one picture for the posts where the brand, not a bottle, was the message.
One design language, from a mobile feed to a city billboard
We developed a visual system grounded in Lobos’ established brand identity, pairing bold type with refined textures and warm tonal palettes. Each creative format was treated as an extension of the same design language, ensuring cohesion from a mobile feed to a city billboard. On paid display, three banner sets were each cut to a range of sizes from the same shot and the same line. Nothing redrawn for paid.
A complete suite of branded assets, from the feed to the wall
Paid and social templates for product and seasonal promotions, with concepts around the holidays, March Madness and the Super Bowl. Animated title and end cards for video campaigns. OOH billboards and digital displays in New York and Atlanta. Each deliverable kept its design flexibility, so the Lobos team can update and adapt the assets for future campaigns. Out of home ran on bus shelters, wallscapes, static and digital boards. The line does not change. The scale does. A shelter carries one bottle and one claim. A wall carries the wolf, the name and the bottle at the size of a bus. Billboards went up in Atlanta and New York.
On the street, at eye level. Wild postings, a storefront takeover, kiosk posters and a building wrap. The same bottles and the same lines, pasted where people walk instead of where they drive.
The boards that move. The digital boards run the same lines in motion. Same art as the static boards, with time added.
In motion, in place. The digital board running in place, filmed on the street.
Logo compositions with messaging, on one torn paper ground. The bumpers needed a title card. We drew the concepts on one torn paper ground and moved only the type: the sans over the serif, the wolf beside the words, the rule between them. One went to motion.
A title card template for the brand’s video campaigns. The title card in motion: the wolf lands, then the torn paper ground carries the title line.
Four ways to close. Four end card versions built from the title card’s parts, so the close matches the open whichever one an edit uses.
In market on paid, on the street and on screen.
The campaign unified Lobos’ storytelling across all major touchpoints, amplifying its presence through clean, confident visuals. The integrated system increased brand consistency while elevating recognition across digital and physical spaces.
The ads ran on paid and social. The boards went up in Atlanta and New York. The title and end cards top and tail the brand’s video. Three channels, one system. Kingsland and Lobos can keep filling it without us.
Adaptable systems that translate between mediums
Lobos represents Therum’s belief in scalable creativity: building adaptable systems that translate seamlessly between mediums. Our process balances craft and clarity, allowing brands to expand their visual world without losing identity.