Contents
1.0 Strategy
1.1 Core Beliefs
1.2 Our Purpose
1.3 Our Vision
1.4 Values
1.5 Name Attributes
1.6 Idea Worth Rallying Round™
1.7 The Manifesto
2.0 Visual Identity
2.1 Logotype
2.2 Icon
2.3 Secondary Marks
2.4 Logo Usage
2.5 Color
2.6 Typography
2.7 Photography
3.0 Collateral Examples
3.1 Instagram Stories
3.2 Advertisement
1.0
Strategy
1.1
Core Beliefs
Elevate
Move tequila perception away from your worst hangover.
Educate
Educate the audience with creative recipes.
Flip
Flip the script on what Tequila can do.
Entertain
Embracing Southern Hospitality and be the entertainer's choice
1.2
Our Purpose
Inspire you to slow down and savor the moment.
1.3
Our Vision
To transform tequila from burnt bangs and bar fights to celebrating slow and unhurried conversation.
1.4
Values
Southern
Hospitality
Pouring an ounce or two of that classic Southern charm in everything we do.
Connecting
with Others
No matter who you are or where you come from, there's always a glass waiting for you.
Slowing
Down
We believe in smooth and intentional, not reckless and sloppy.
South·bound
1.5
Name Attributes
Culture
Slow
Travel
Focus
Heritage
Unwind
Go
Direction
Translation:
Our Go Slow Ethos
Southbound is inspired by Southern hospitality and stands against the notion that faster is always better. Our Slow philosophy is not about doing everything at a snail’s pace. It’s about seeking the right speed. Savoring the hours and minutes and people in our lives instead of letting them slip by. Doing everything as well as possible, instead of as fast as possible. That's what creates a life well lived.
1.7
1.6 Idea Worth Rallying Around™
Go Slow
"Go Slow" is our brand's rallying cry. More than a simple phrase, it's a powerful motto that defines our philosophy about life and tequila. Good things happen when you go slow. Life unfolds in a different way. You catch things you wouldn't notice in the fast lane. The central tenet of our brand is taking the time to do things properly so you can enjoy them more. We use Go Slow as an internal direction and in external communication.
1.7
Brand Manifesto
Rolling off the dock.
Canoe + lake + one-sided sunburn.
Fight with your lover.
Pinky swear promise.
Two for one margaritas x4.
Failed attempt at a scooter stunt.
Burnt bangs (oops).
Trips to Marfa with Jenni and a lost boot. Bless your heart.
They say tequila makes you crazy.
That's true—when you take it for granted.
There's another side to tequila.
You feel it when you take it slow.
Southbound is sparked from the belief That slow is better.
It's an ode to savor the moment.
An unhurried mind.
Quality over quantity.
Real and meaningful connections.
With people, culture, food, everything.
Go Slow.
We'll meet you there.
2.0
Visual Identity
2.1
Logotype
Our logotype represents our business and the values that guide us. It’s vital that it's used with care and respect to ensure that all communications remain consistent, memorable, and remarkable.
Logotype in Primary Palette
The logo is available in 2 colorways. To maintain consistency and legibility, only use the combinations of colors shown. Always use the logo artwork provided.
Hover your cursor over the image to reveal the alternative colorway.
2.2
Icon
Our icon is designed to stand by itself without being attached to the logotype in any way.
Like the logotype, the icon represents the brand and its values. It can be used in secondary applications in place of the wordmark. For example if more subtle branding is required or in smaller applications.
Icon in Primary Palette
Hover your cursor over the image to reveal the alternative colorway.
2.3
Secondary Marks
The secondary marks are a range of alternative marks for applications where an altered logo would be more suitable than the standard logotype. They include stacked logotype, vertical combination mark, etc.
Stacked Logotype
Vertical Logotype
Clock Logotype
Combination Mark
Vertical Combination Mark
2.4
Logo Usage
Follow these dos and don’ts and avoid causing the logos to lose integrity by presenting in a way that is not consistent and harmonious with the rest of the brand assets.
Clear Space
The logo should always be given a generous field of clear space, in any application, to ensure legibility and impact. This isolates the logo and protects it from competing visual elements such as text, photos, and graphics.
The minimum amount of clear space that should surround the logotype should be equal to the height and width of the "S".
The minimum amount of clear space that should surround the circular logotype is equal to 50% the size of the logotype.
The minimum amount of clear space that should surround the icon is equal to 50% the size of the icon.
Incorrect Logo Usage
Follow these steps to avoid the logos losing integrity by presenting in a way that is not consistent and harmonious with the rest of the brand assets.
1. Do not used unapproved colors
2. Do not distort
3. Do not change spacing
4. Do not place on an angle
5. Do not re-typeset logo
6. Do not add an effect
7. Do not outline
8. Do not invent new lockup
2.5
Color
The chosen colors represent our brand and reflect our personality. Using our color palette consistently across all communications will build recognition for our brand by contributing to a unified look and feel.
Primary Palette
Primary colors should be used in important brand moments to build recognition and association for our brand. Below are the exact values of each color. These should be followed at all time for consistency.
Off-Black
RGB: 17 17 17
CMYK: 79 70 62 89
HEX: 010101
Pantone: Black C
White
RGB: 255 255 255
CMYK: 0 0 0 0
HEX: FFFFFF
Gray
RGB: 216 212 208
CYMK: 17 15 17 0
HEX: A3A3A3
Pantone: 427 C
Sand
RGB: 246 241 226
CYMK: 4 5 15 0
HEX: F6F1E2
Pantone: 7499 C
Secondary Palette
Secondary colors can be applied with the primary colors to support communications. Our secondary palette adds depth and variation to multiple communication touchpoints of the brand. Below are the exact values of each color and should be followed for consistency.
Light Sky
RGB: 205 215 216
CMYK: 24 10 15 0
HEX: CDD7D8
Pantone: 552 C
Light Earth
RGB: 198 189 167
CMYK: 24 22 36 4
HEX: C6BDA7
Pantone: Warm Gray 1 C
Sky
RGB: 161 177 183
CMYK: 43 21 24 3
HEX: A1B1B7
Pantone: 549 C
Earth
RGB: 152 142 121
CMYK: 37 35 49 18
HEX: 988E79
Pantone: 402 C
Dark Sky
RGB: 75 97 102
CMYK: 72 44 45 32
HEX: 4B6166
Pantone: 5405 C
Darth Earth
RGB: 81 71 47
CMYK: 53 53 77 55
HEX: 51472F
Pantone: 405 C
Light Agave
RGB: 196 201 188
CMYK: 28 15 28 1
HEX: C4C9BC
Pantone: 5807 C
Light Clay
RGB: 206 188 176
CMYK: 18 26 29 3
HEX: CEBCB0
Pantone: 4755 C
Agave
RGB: 152 151 127
CMYK: 41 30 50 13
HEX: 98977F
Pantone: 5783 C
Clay
RGB: 165 139 128
CMYK: 29 42 42 17
HEX: A58B80
Pantone: 4735 C
Dark Agave
RGB: 81 78 48
CMYK: 58 49 82 50
HEX: 514E30
Pantone: 5743 C
Dark Clay
RGB: 128 109 95
CMYK: 38 46 52 33
HEX: 806D5F
Pantone: 4725 C
Southbound Gold
(For packaging use only)
Pantone 10355 C
Primary Colorways
Our palettes have been designed to be flexible and complementary, but not everything works together. When combining colors from the palette, stick to the suggested pairings on this page, with the strongest colors used sparingly.
Secondary Colorways
2.6
Typography
Typography is an essential component of our identity system. The consistent use of our selected typefaces throughout our printed and digital communications will help establish a cohesive visual style.
Note: Plantin MT Pro is an Adobe typeface, and so, will need to be activated on Adobe Fonts, rather than downloaded here.
Light
Regular
Info
Plantin has been chosen for its storytelling ability, allowing us to reminisce on precious moments in time.
Plantin MT
Plantin MT Pro - Light
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Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt
Vv Uu Ww Xx Yy Zz
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Regular
Info
SCTO Grotesk has been picked for it’s practicality and simplicity. It pairs beautifully with Plantin and works well as a sub headline.
SCTO Grotesk A
SCTO Grotesk — Regular
Aa Bb Cc Dd Ee Ff Gg
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Vv Uu Ww Xx Yy Zz
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Headline
Combination of Plantin MT Pro, Light Italic & SCTO Grotesk A, Regular
(Plantin) Title Case, Optical Kerning, +5 Tracking, 1.0x Leading
(SCTO) All Caps, Optical Kerning, +40 Tracking, 1.0x Leading
We create contrast in headlines by using a combination of words in an italic, serif, title case font and words in an all caps, sans serif font. An example of this can be seen below, along with other typesetting examples.
Sub Headline 1
Plantin MT Pro, Light
Sentence Case, Optical Kerning, +5 Tracking, 1.1x Leading
Sub Headline 2
SCTO Grotesk A, Regular
All Caps, Optical Kerning, +10 Tracking, 1.25x Leading
Body
SCTO Grotesk A, Regular
Sentence Case, Optical Kerning, +10 Tracking, 1.4x Leading
CTA
SCTO Grotesk A, Regular
Title Case, Optical Kerning, +20 Tracking, will never be more than one line.
Packaging
ITC Avant Garde Gothic Std, Demi Condensed
All Caps, Auto Kerning, +212 Tracking, 1.2x Leading
Typesetting Examples
Here is an example of how we pair our typefaces to create minimal, sophisticated brand communications.
2.7
Photography
Our photography should represent our brand’s essence. It's important to consistently show core ideas in these buckets across all images either pulled from online stocks or created from staged photoshoots.
For website photography, please click the button below. For high resolution photography, please contact Motto directly.
Bucket Overview
Each bucket fits it's own niche within the brand and is suited to it's own purpose. The individual buckets are detailed below.
Bucket 1 -
Process
Use imagery of agave plants and their environment to show the process and roots of tequila. Create pattern with monochromatic oversized crops of agave plants to add texture to our materials. We apply texture to this type of imagery to give a raw and worn feel, indicative of Southern design.
Bucket 2 -
Drink
Using long shadow cocktail photography, we capture our brand essence and Southbound feel, showing the endless possibilities of tequila with an added warmth.
Bucket 3 -
Summer Evenings
Capturing silhouette shadow scenes portraying events and people coming together allow us to collectively encourage celebrating the moments that matter most.
Bucket 4 -
Entertain
We're entertainers at heart, so we use imagery that captures our spirit and joy of hosting. We invite people that choose Southbound into our world, and show them tequila has much more potential than we believed.
3.0
Collateral Examples
Here are examples of collateral items used to communicate with our audience. These examples guide how the brand should be applied.
3.1
Instagram Stories
3.2
Advertisement
4.0
Packaging
Here is the art direction for our packaging that physically represents Southbound in stores and on shelves.
Blanco
Reposado
Añejo
Extra Añejo
For inquiries regarding the Southbound identity,
please contact:
Austin Sherman
Co-founder & CGO
austin@drinksouthbound.com
Prepared by Motto®