Mulekick
An episodic tale told through a tequila brand.
An episodic tale told through a tequila brand.
Identity
Packaging
Illustration
Hand-lettering
Copy
Packaging
Illustration
Hand-lettering
Copy
Mulekick is a playful tequila brand that blends the gritty suspense of spaghetti westerns with the adventurous, comedic chivalry of Don Quixote. Rather than another generic spirit, I created a storytelling-driven identity where every bottle becomes the next chapter in an ongoing episodic adventure.
CHALLENGE
The tequila category is saturated with macho, party-focused brands. The goal was to carve out a distinctive, narrative-rich position that appeals to adventurous drinkers who enjoy humor, character, and collectibility — while delivering a cohesive identity, packaging, and campaign system that supports long-term brand storytelling.
The tequila category is saturated with macho, party-focused brands. The goal was to carve out a distinctive, narrative-rich position that appeals to adventurous drinkers who enjoy humor, character, and collectibility — while delivering a cohesive identity, packaging, and campaign system that supports long-term brand storytelling.
INSIGHT
Tequila’s fiery kick feels like getting mule-kicked — sudden, memorable, and wild. By merging classic western tropes with quixotic absurdity and episodic storytelling, we could transform drinking into an immersive experience. Customers wouldn’t just buy a bottle, but participate in an ongoing tale of misadventures.
Tequila’s fiery kick feels like getting mule-kicked — sudden, memorable, and wild. By merging classic western tropes with quixotic absurdity and episodic storytelling, we could transform drinking into an immersive experience. Customers wouldn’t just buy a bottle, but participate in an ongoing tale of misadventures.
APPROACH
Mulekick centers around the misadventures of its hero, Donkey Hotay. After an accidental first taste of tequila by his senile owner, his life is forever changed, sending him on a series of absurd, heroic quests across the desert in search of liquid gold.
Each bottle features its own unique short story about one of Donkey Hotay’s misadventures. Each bottle includes hand-lettering inspired by old western signage and distinct illustrated scenes that advance the larger narrative and encourage collectibility.
Mulekick centers around the misadventures of its hero, Donkey Hotay. After an accidental first taste of tequila by his senile owner, his life is forever changed, sending him on a series of absurd, heroic quests across the desert in search of liquid gold.
Each bottle features its own unique short story about one of Donkey Hotay’s misadventures. Each bottle includes hand-lettering inspired by old western signage and distinct illustrated scenes that advance the larger narrative and encourage collectibility.
