Incubated and Launched a Latinx-Owned Mezcal Brand
In an industry dominated by non-Latin founders and multinational corporations, ZOMOZ was created to reclaim Mexican ownership and identity in the mezcal category. The name—derived from “somos,” meaning “we are” in Spanish—reflects the collective spirit, pride, and energy of modern Mexican culture.
As Managing Director and Head of Brand at Language, I worked closely with the founders to lead the incubation process and brand strategy, facilitating workshops to define the positioning, brand pillars, narrative, audience, and go-to-market approach. Alongside design partner Public Library, I also led the naming workshop that resulted in ZOMOZ and defined a positioning grounded in cultural legitimacy, unapologetic pride, and contemporary Mexican identity.
We developed the brand identity system, packaging, website, and social expression—creating a cohesive brand world that positioned ZOMOZ as an authentic alternative to celebrity-backed agave brands.
ZOMOZ launched with a fully realized brand platform and world-class product rooted in Mexican ownership, establishing the company as a culturally resonant and credible challenger brand in the modern mezcal category.
