Zbar set out to refresh their mascot Zeke into a more specific, story-driven character for parents and kids ages 4–12. The brief was a tight balance: make him feel older and more dynamic, keep the outdoor energy and fun, and stay timeless and future-proof for packaging. I explored dozens of pose, personality, and expression options to dial in the right mix of spirited, adventurous, and playful. The process gave the team clear choices around “edge vs. approachable,” and a refined direction they could confidently evaluate for rollout.