400 Conejos
400 Conejos came to us with a big ambition – to be the most famous mezcal brand by becoming people’s gateway into the category. While other brands made mezcal seem exclusive and intimidating, we saw an opportunity to do the opposite – to make mezcal feel fun and approachable. Instead of acting like a product brand on social, we built a lifestyle brand grounded in community. Our ethos, Choose Mischief, became more than a tagline — it was a rallying cry. We built a world where cocktails didn’t have to be perfect, just playful. Where brand education turned into edutainment, starring a bunny mascot with unexpectedly deep lore. And where curiosity, irreverence, and a little chaos were encouraged.
