Mulekick
Concept, Design, Illustration, Copywriting
Ever wanted to experience getting kicked in the face by a mule? Me too! While that's probably not a good idea, tequila offers a close second: it packs a whole lot of kick on its own.
While on a quest to merge storytelling with branding, I recalled some of the television I grew up with: The Lone Ranger, Gunsmoke, The Adventures of Rin-Tin-Tin, to name a few [editor's note: he ain't that old]. The episodic nature of these shows -- set against the backdrop of the American west -- was the starting point.
Enter Mulekick, a silly, stupid, charming adventure full of shenanigans: the type of tales one would come up with if they had a bit to much tequila. Hee-Haw!
It's chaos and pandemonium in the wild west! In addition to television from a bygone era, further inspiration for the brand comes from the grit and suspense of classic spaghetti westerns, as well as the comedic chivalry of Don Quixote.
The Hero
This is our hero, the mischievous Donkey Hotay. Like most of his kind, he was a gentle, hardworking, loyal beast -- until his owner (a senile old man), in a state of mental confusion, gave him tequila. Donkey Hotay was never the same after that.
If you see this mule, do not give him tequila.
This is our hero, the mischievous Donkey Hotay. Like most of his kind, he was a gentle, hardworking, loyal beast -- until his owner (a senile old man), in a state of mental confusion, gave him tequila. Donkey Hotay was never the same after that.
If you see this mule, do not give him tequila.
The tale starts in 1849: a lone rider and his trusty mule make the trek to California in search of gold. Along the way, the rider mistakenly gives his beast tequila.
Leaving his owner stranded atop a desert mountain, Donkey Hotay sets out on his own quest for legendary tequila.
There's gold in them thar hills! Local legend tells of a treasure buried deep with the Sierra Madre. Donkey Hotay, of course, assumes its liquid gold.
Revenge! Betrayal! After ransacking the local saloon, our Hero encounters an old rival. Better hope its a fair fight.
After going for some time without tequila, Donkey Hotay finds respite at a desert oasis, where he does some self-reflection. He discovers that he is, in fact, a mule.
