> cat ./el-pollo-rico/brand.md
_
El Pollo Rico.
A spec rebrand for a charcoal chicken spot, built around a cowboy rooster.
Client
El Pollo Rico (Spec)
Year
2026
Deliverables
Logo · Mascot · Collateral
My role
Lead Designer
Team
Solo
●
Final mark · Hero
POLLORICO_ID.AI
2026
What we solved.
01
Problem
The old logo crammed a triangle, flames, clip art, and two languages into one mark. It fell apart at small sizes.
02
Audience
Families and local regulars craving charcoal-grilled chicken.
03
Goal
A friendly, ownable identity that works on trucks, packaging, and social.
Concept
A rooster you’d trust with dinner.
A cowboy rooster gives the brand a face. Loud yellow lettering on a deep blue base keeps the roadside energy of the original.
Logo
01
Before / After
Six competing elements become one clear mascot lockup.
Mascot
02
The Mascot
A thumbs-up rooster in a cowboy hat. Friendly enough to stand alone on any surface.
Wordmark
03
Wordmark
Hand-lettered in stacked and horizontal lockups across the full palette.
Color palette
05
Primary
Pollo Blue · Rico Yellow
Secondary
Charcoal Red · Cream · Hat Brown
Type
Nexa Rust Slab · Novecento Slab
#35439A
#EE4436
#F6CA20
#FFF7E1
#A65F3C
Mockup 01
Mockup 02
Mockup 03
Mockup 04
Mockup 05
Mockup 06
Mockup 07
Mockup 08
Mockup 09
Mockup 10