La Caza
The spirit of the wild.
Client
La Caza Tequila
Founded by Drake Screws
Category
Ultra-premium tequila
100% agave azul, made in Jalisco
What we did
Positioning. Naming. Brand story. Verbal identity. Packaging & label system. Art direction. Launch campaign.
The range
Blanco. Reposado, aged 5 months. Añejo, aged 12 months.
01The brief
A founder's dream,
and a shelf that
already looked full.
We were called in to bring a dream of ultra-premium tequila to life in the market — to match the passion founder Drake Screws puts into his own hunt: to dream, formulate and distil top-end tequila in an artful way.
On top of that, we shared a mission: to make an unparalleled tequila the perfect brand for outdoor enthusiasts.
Celebrity tequila sells a lifestyle. We had to sell a pursuit.
The premium category was crowded with famous faces and beach-house glamour. Every bottle was making the same promise in a slightly different font.
So we stopped looking at the shelf and started with the founder: a man who makes tequila the way other people chase a summit. That's the thing the category didn't own.
02The name
We're all after that something. A personal best, a career first, an achievement that shows who we can be when we trust our wings.
La Caza. The hunt.
A name to honour the search for what's next — for perfection — wherever we can find it. For most of us, that call takes us out of our comfort zone, and out into the wild.
03The making
Crafted meticulously
to be exactly that:
a spirit of the wild.
Everything the brand says about itself had to be true in the glass first. Blue agave from Jalisco, harvested by hand. Reposado rested five months in barrel. Añejo, twelve. Extra smooth tequila for rugged country — a line we could put on the label because the liquid earns it.
04Identity
Trust our wings.
The idea gave us the mark. A thunderbird — wings spread, cut in hard geometric blocks — sits at the centre of every label and is embossed into the shoulder of the glass, so the bottle is recognisable with the label turned away.
Around it runs the brand's standing promise: the spirit of the wild, 100% agave azul, made in Jalisco.
Red. Unrested, unhidden — the loudest colour for the clearest spirit.
Green. Five months of rest, and the colour of the country it comes from.
Black and gold, with a rope border. Twelve months, and the quietest bottle on the shelf.
05The campaign
Shot where
it gets drunk.
No studio sweep, no marble bar. The launch imagery was made in dirt, dust and working light — the bottle put down in the same places the drinker puts it down.
This tequila pairs with kayaking, camping and any natural pastime. And it's ideally enjoyed on horseback.
06What we handed over
A brand built
from the idea out.
- Position & territoryThe hunt: a pursuit brand in a category selling lifestyle.
- Name & brand linesLa Caza. The spirit of the wild. Extra smooth tequila for rugged country.
- Brand story & voiceFounder narrative, manifesto, messaging framework, label and pack copy.
- Identity & packagingThunderbird mark, embossed glass, three-expression label system, neck tags, guidelines.
Every one of those came out of the same sentence. That's the whole method: find the idea, then let the name, the words, the label and the photography all answer to it.