Bad Lobo is a passion project born from PARADOX’s sweet companion, Wolfie Woo Wolfnanimous GoodBoy.
I put a husky on my PARADOX vision board in 2023. It wasn’t a “right” now thing, it was a “maybe-one-day-when-I-can-afford-a-house-and-a-yard” type thing”. To my surprise, 3 weeks later I found a dog named Lobo on PetFinder — and he had the exact same markings, color, and eyes as the husky I put on my vision board.
He never responded to Lobo, but did answer to Wolf. He was also a paradox: for a husky, he wasn't hyper, didn't make noise, was very chill, and enjoyed affection. Overall, he was a great dog, but he did have his flaws. Wolf enjoyed his gambits for freedom, and took every opportunity he could to escape. Once, I had to tackle him to bring him home.
The duality of Wolf's personality was apparent one day when I walking him. The sun cast a long shadow against his body, making him look like an ugly creature. It got my brain spinning thinking about nighttime and how we all cast different shadows than who we really are. It perfectly encapsulated all of Wolf's sides: the devious, the mischievous, the sweet, and the "bad lobo" that lives in all of us.
OUR TASK
-
Create something that represents the duality that lies within all of us
Josh’s love of baseball feeds his creativity and his career in finance keeps his analytical mind sharp. Together, Josh is batting a thousand in his skill set, poising him as the most logically qualified choice for managing youth baseball clubs.
-
Make it wild without being cliche
Josh desired an identity that is heavily baseball-coded, combined nostalgia into modern baseball, and was not finance-forward. 108L isn’t just another service provider, they are a partner and the backbone of the team’s longevity.
-
Bring it together as a bar/tasting room experience
There are some lessons that can only be learned on the field. Youth sports are invaluable to the development of resilient and well rounded children, and Josh is dedicated to ensuring this tradition continues through Seattle and the Greater Eastside.
Archetype: Jester
Pssst - we used my Archetype Clarity Guide for this project! Sharing it here in case you resonate with 108 Logistics’ archetype.
The Ruler’s Mantra: "Chaos is a choice".
Bad Lobo's audience (nightlife lovers, tequila enthusiasts, moon howlers) all shared a common desire: to fully embrace the primal, untamed energy that emerges when the sun goes down and the real party begins.
I didn't consider another archetype. The Jester was the only choice as it spoke directly to the brand mantra "howl at the moon and drink tequila". The clientele have a taste for wild, untamed nights out and Bad Lobo didn't want to be perceived as just another tequila brand. BL wants to be known as the spirit that awakens what lies dormant in daylight. There's something ancient and primal that stirs when the moon rises—the shadows that dance at the edges of who we pretend to be.
Bad Lobo celebrates this mystical transformation, encouraging the becoming of who you were always meant to be when the moon is high and inhibitions fall away—a crucial distinction for a brand that believes the best nights happen when you stop caring what tomorrow thinks and start listening to what the darkness whispers.
Pssst - we used my Archetype Clarity Guide for this project! Sharing it here in case you resonate with 108 Logistics’ archetype.
To represent the game in a away that is fresh, unique,
The Result
Bad Lobo is one of PARADOX's most recognized projects, garnering over 200,000 views online and is the most mentioned project in discovery calls. This project exemplifies our signature approach: taking intimate, personal stories and transforming them into brands that connect on a primal, emotional level.
