Contact Us
Careers
FAQ
Dos Caras is more than a tequila or mezcal—it’s a story of contrast, transformation, and identity. Founded as a woman-owned, family-operated brand, Dos Caras embraces the duality that defines the finest spirits. It is a brand for those who live between worlds, honoring tradition while challenging convention. Dos Caras is the tequila poured in moments of introspection and celebration, for those who embrace both sides of themselves—light and dark, past and future, order and chaos.
Watson Creative was brought on to build the Dos Caras brand from the ground up, shaping its identity, packaging, campaigns, and market positioning. This wasn’t just another spirits project—it was an opportunity to create an icon, to carve out a new space in the luxury tequila and mezcal market. Our challenge was clear: develop a brand that would be instantly recognizable, rooted in authenticity, and capable of standing alongside the most respected names in the industry.
Every element of Dos Caras needed to reflect its core identity—duality. The name itself, meaning “two faces,” speaks to the juxtaposition of refinement and raw energy, of precision and passion. This tension became the foundation of the brand strategy, informing everything from its storytelling to its visual identity.
Watson crafted a brand architecture that would allow Dos Caras to expand beyond tequila, positioning it as a house of brands. This included the hero tequila line, an ultra-premium mezcal with deep artisanal roots, a ready-to-go (RTG) line designed for trendsetting consumers, and an innovative cold brew mezcal—each expression reflecting a different facet of the Dos Caras identity.
The packaging design leaned into this storytelling. Using premium materials, textured embossing, and hand-drawn illustrations, each bottle was designed to be an artifact—something that would feel both timeless and mysterious, a piece of art that belonged on the top shelf.
Watson’s approach to launching Dos Caras was rooted in deep research. The team traveled to Mexico to understand the process, history, and terroir behind the brand. Dos Caras was distilled in the highlands of Jalisco, in one of the only distilleries utilizing vertical autoclaves, a method that enhances the purity and complexity of the agave. We explored the dualities in the production process—the balance of art and science, of fire and time, of patience and transformation. With a product this distinctive, audience alignment was key. We identified seven primary consumer personas. This detailed persona framework allowed Watson to craft tailored messaging, targeting each audience with language and imagery that resonated with their unique values and desires.
Dos Caras wasn’t just entering the spirits market—it was making a statement. The campaign needed to match the scale of the brand’s ambition, blending high-end luxury positioning with cultural relevance and deep authenticity.
Watson executed a multi-channel launch strategy, spanning digital, experiential, and traditional marketing.
Brand Narrative & PR: Dos Caras landed the cover of Tequila Aficionado, securing press coverage that reinforced its credibility among industry insiders and connoisseurs.
Social Media & Influencer Strategy: Instagram, TikTok, and YouTube campaigns showcased the brand’s craftsmanship and exclusivity, targeting both industry professionals and tequila enthusiasts.
Retail & On-Premise Activations: Dos Caras embedded itself in Las Vegas, leveraging the city’s nightlife and hospitality industry. Key placements in high-end casinos, bars, and restaurants cemented its luxury appeal.
Experiential Marketing: Dos Caras launched in tandem with major industry events, including the San Francisco World Spirits Competition. Geo-targeted activations and VIP tastings positioned it as a premium contender.
E-Commerce & Direct-to-Consumer Sales: A high-touch digital experience was created for online shoppers, mirroring the luxury in-person experience and driving DTC sales.
%20copy%202.jpeg)
.jpg)
The collaboration between Watson Creative and Dos Caras resulted in a brand unlike any other in the tequila and mezcal space. Every touchpoint, from the bottle to the campaign, was designed with intention—blending history, culture, and modernity into something unmistakably bold.
Dos Caras is a testament to the power of branding, storytelling, and strategic execution. By leaning into its contradictions—tradition and disruption, elegance and edge—the brand stands out in a crowded market, earning a place among the most respected spirits in the world.
With a foundation built for longevity, Dos Caras isn’t just another tequila. It’s a living myth, a brand that invites consumers to embrace their own dualities—one sip at a time.
Before we officially started Dos Caras, we wanted to find an agency that could help us represent our family brand in a way that truly captured the emotional connection we had with our work. To uncover a deeper message and spiritual connection that I, personally, had with the agave plant. The family is still so blown away by the direction that Dos Caras is going in. In everything we've seen - from personas to packaging to artwork - Watson has really given it that voice. That soul. That something extra. They have helped us become so lyrical in our branding, that when you take that first sip of our tequila, everything just comes together. It all makes sense.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
