ZOMOZ

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—inspired by “somos” (“we are” in Spanish)—reflects the collective spirit, pride, and power of modern Mexican culture.

As Managing Director and Head of Brand at Language, I worked closely with the founders to lead the brand strategy and incubation process, facilitating workshops to define the positioning, brand pillars, narrative, audience, and go-to-market strategy. I also led the naming strategy, developing the name ZOMOZ and shaping a positioning rooted in cultural legitimacy, unapologetic pride, and contemporary Mexican identity.

We developed the brand identity system, packaging, website, and social expression—creating a cohesive premium brand world rooted in Mexican culture and positioning ZOMOZ as a culturally grounded 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 grounded challenger brand in the modern mezcal category.