An episodic tale told through a tequila brand.
Ever wanted to get kicked in the face by a mule? Probably not — but tequila comes close. Inspired by classic Westerns like Gunsmoke and The Dollars Trilogy, I created Mulekick: a playful tequila brand rooted in storytelling and wild, tongue-in-cheek adventure. Hee-haw!
Ever wanted to get kicked in the face by a mule? Probably not — but tequila comes close. Inspired by classic Westerns like Gunsmoke and The Dollars Trilogy, I created Mulekick: a playful tequila brand rooted in storytelling and wild, tongue-in-cheek adventure. Hee-haw!
Concept, Design, Illustration, Copy
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.
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.
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.
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.
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.
He discovers that he is, in fact, a mule.
