Cocktail culture is ever-evolving, fueled by the spirits in vogue. As a purveyor of culture, MATTE was put in the position to introduce a new kind of liquor to the market—Sotol. In partnership with global spirits company Casa Lumbre, we launched their new line Nocheluna Sotol into North America.
We set out to create a brand identity, launch campaign, and market rollout plan inspired by the magical wilderness of the Mexican desert where Nocheluna sotol is made.
Our vision for Nocheluna was an ode to mysticism: a creative identity centered around the magic of the desert at gloaming hour.
We focused on the concepts of journeys, natural elements, and connection to bring Nocheluna to life, both visually and verbally.
Branding, POS, Website, & more
We produced a launch event to celebrate sotol’s introduction to North America.
Guests were immersed in the world of Nocheluna through a series of installations inspired by the brand's history and home in the wild Chihuahuan Desert.
Beautiful campaign photography shot in the depths of the Chihuahuan Desert draped the venue's interior walls. Mounted in sand, an LED screen featured Nocheluna hero footage and loops of ambient abstract textures.
Outside of the venue’s interior, the “Tasting Oasis” was to be discovered and enjoyed. Within the Oasis, brand ambassadors educated, and served neat pours of Nocheluna to guests. Aromatic scents of patchouli incense hazed the surroundings, accentuating the tranquility of the moment.
DJ Mickey Perez brought the party to life on the roof with an original Latin specialized set. The exterior beamed hues of fire and ice, while Nocheluna specialty cocktails continued flowing.
BRAND AMBASSADOR REVEAL
Lenny Kravitz was revealed as Nocheluna’s brand ambassador with a toast that wrapped up the night.