Some of the most memorable brands on the planet have a character front and center that becomes iconic in its own right. Geico has a gecko, Michelin has a marshmallow man, McDonald’s has a weird clown, and Cafe Mule has Richard.
Richard, in case you missed it, is a mule. Along with his owner Matt, he delivers pour over coffee to hikers in the Boise foothills. They also sell their brand on their website and through select retail outlets.
With a character as cool as Richard, we didn’t need to bring much design into the equation (other than a new logo). What Richard needed was to be photographed. He was a natural for it and the work speaks for itself.
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