Pato Zazo
Identity
Pato Zazo is a quick-serve, Mexican fare restaurant concept that is initiating expansion into new Texas markets with the right demographic profile. The parent restaurant, El Pato (because of trademark issues) commissioned us to create a new name leveraging the equity in the parent chain, and simultaneously reinventing the concept for a younger, hipper, food-loving, college crowd. Pato, meaning "duck" in Spanish, was a term of endearment used by grade school classmates of the owner, and it stuck. We embraced this idea and created Zazo the duck, a mascot of sorts, that has become immensely popular and functional in the overall branding system.
