Living an outdoors life requires lots of stuff – fishing stuff, beach stuff, lake stuff, boating stuff, hiking stuff. Stuff takes arms – arms to carry rods, paddles, cameras, chairs, and of course – your cooler. Only now, thanks to the geniuses at ICEMULE, you don't need your arms to carry your cooler. They created a leak-proof, waterproof, floating cooler that straps on like a backpack. Retailers and nature lovers are snapping the coolers up across the country.

Shepherd created the entire brand identity, complete with a new graphic system, packaging, and point of purchase (POP) and marketing materials to help introduced the brand to the world.