MULE EXTRACTS
Roles:
Creative Direction, Brand & Packaging Design, Illustration
Credits:
Sammy Jo Polverari - Photography
Shawn Baravetto - Product & Innovation Lead
Kris Currie - Production Design & Icon Development
Murmur Creative - Branding
File Under:
Illustration, Brand Design, Packaging, Art Direction
Mule Extracts is a craft cannabis producer founded in Estacada, Oregon covering multiple categories from extracts to edibles. In the winter of 2023 I started out handling some freelance illustration for the brand, and by that Spring I accepted a full time role as the brand’s in-house graphic designer. Three years later I was named the Brand & Creative Director.
My first task at Mule was to oversee the launch of a rebrand done by Murmur Creative. My main task was to review and audit the new Brand Guidelines to properly fit the in-house vision, and then apply these guidelines and update all brand packaging to align with the new look & feel.
In my first three years at Mule I helped launch over 100 new SKUs across 9 product lines and two states, along with multiple unique campaigns, merch pieces, and activations that made Mule become one of the most recognizable brands in the Oregon cannabis market.
Key Metrics:
Designed & launched over 100 SKUs across 9 product lines and two states
Brought product lines like FXT: Function Terpenes from concept to launch in 90 days
Pushed for new packaging approaches to minimize waste and save costs, leading to a savings of 64% in the Dabs category alone
Helped business see a 46% growth in sales from 2023 to 2025 through a full rebrand application & unique community activations
Packaging
One of the biggest changes the brand made when I came on board was switching their flagship product, the Kicker, from pop-top containers to mylar bags to better align with industry standards. I was tasked with creating the visual language, layouts, illustrations, case packs, promo assets, and animations for the Kicker product line.
From there we took this new brand language and applied it to all other existing product lines such as Muleshine infused syrups, Kickstick prerolls, and their line of extracts in both cartridges and all-in-one devices.
Brand Guideline Refinement
A set of Mule brand guidelines were built out by Murmur Creative, then I was tasked to expand on them and better align some aspects to in-house brand standards over the course of the following year.
Events & Campaigns
