Zubuchon and the happy piggy in their logo

image source: Zubuchon Philippines Facebook Page

I always believed that logos / emblems are vital component of any company, organization, product, and even of an individual (monarchs, high-ranking clergies, politicians) for this not only helps the masses to recognize them just by simply seeing it, but at the same time tells something about what it represents - objectives, philosophy and / or origin. That is why in businesses, I think it is a marketing strategy for this leads the consumers to remember them every time that they see it; far from making them impossible to be forgotten once they have really established their trademark. Therefore crafting an effective and efficient logo, without doubt, is a challenge for it must bear (at least) an ample information about what it signifies without losing the cost of its visual appeal and engaging aspect or in short, knowing the product just by looking at it even without any background check or formal research about its subject.

As I grow up, gain experiences and visit places I've never been intrigued into a certain logo (as far as my mind can remember as of the moment of writing this) as much as with the one that I had yesterday. It was our first time to visit the queen city of the south - Cebu city and of course part of making the most of this visit is to taste their delicacies and praised cuisines. 

Unfortunately, we have failed to do so due to the congestion of schedules. We were only able to taste some such as the crispy innards and ginataang beans which I even doubt if it is an authenticlocal dish. In spite of it, still thanks be to God for as we checked in at the airport for our flight home, there was this Zubu Chon stall inside the Mactan International Airport where we had the chance to taste their so-called world famous lechon. The food was good indeed and it was worth the hype, I appreciated their product more when we recooked the order we brought home. But what really boggled my mind is not the food itself but nonetheless the food store's logo, which is also the very reason why I am writing up.

This is contestable but as I see it, the pig in the image, though faceless and undetailed, gives me a positive vibe in his body language. Chinned up, merrily skipping, all smiles, that is how I am picturing it up, sounds weird and senseless but this fun imagery of mine and the energy it emits suddenly vanished with an unusual feeling, sort of saddening perhaps, but more of wondering crawled down my spine. Why is a certain being who is bound to face death can be as happy, jolly and merry as it is? 

Probably I am just coming up with a superficial problem and it might just be a result of my earlier thoughts along our way after seeing how pigs were forcibly transferred from a ferry to a truck upon reaching port from Tagbilaran City. Due to this surreal feeling, I even jokingly involved my Mother in this craziness of mine, who is eating beside and answered: " the pig is joyful because it will be able to prolong someone else's life". Hearing such profound statements in the middle of a noisy pre-departure area just made ​​me confusedly replied: " Really ? " In fact, I do not know how to react and my initial impression is "can't it be more melancholic?" I mean, it can not be the real reason, recalling the logo of other food chains (McDonald's, McDonalds, KFC, Chowking, Mang Inasal, Max's, etc.) all of them just simply states their company's name and just amusing portrays an icon: a jolly bee, a smiling clown, happy old man, etc. nobody shows even an ounce of drama or martyrdom just like how Zubuchon tends to depict, though it shows a gleeful pig, as far as I am concerned.

In the end, my question of why so happy piggy leads me into recollecting a homily told by a priest during my childhood days about the story of the farm animals' conversation. One day, while resting after a day full of work, the cow, the sheep, the chicken and the pig took some time off against each other to boast about their unique characteristics. The cow started bragging: "I am the most useful indeed, I provide milk for the families and with that, they can also enjoy a luscious cheese or mayo ". Upon hearing that, the chicken stood up and loudly said: "You might have forgotten that I can lay dozen of eggs and with it they also enjoy different recipes." The sheep also proudly batted in saying: "Milk from you, eggs from her, but remember, no one else provides wool just like me". The three continuously argues on how helpful they can be later but was then interrupted upon noticing that they are not hearing a word coming from pig. As the three contesting animals ceased , the pig broke his silence and spoke: "I really envy the three of you, you can be of big help just by harvesting your goods, contrary to me, I can only serve humanity and be enjoyed through sacrificing my own life." The priest then relates the pig to Jesus Christ who suffered, sacrificed and offered his life for the eternal salvation of mankind. As a child, this story of the pig's heroic act never fails to bring me into tears all the time, in sympathy to the pig.

With this, I realized, my mother do get a point. In the end, it is really amazing how all of a sudden a striking image or experience will give you a message that is beyond what you can just merely see, read or hear. You just need to spend some time off deciphering it, nothing that is worthy enough, that came easy. These self-evoked experience, questioning and reflection of mine lead me into the following insights:

a.)      Happy piggy as a strategy. They might have chosen to be represented by a merrily walking / skipping pig due to their unique way of growing and grooming their product. As they've posted on their Facebook page: " Zubuchon's pigs are not from commercial piggeries but are hand-picked from pigs raised in the backyards of certain individuals . "" Zubuchon follows the old-fashioned way of roasting pig. The pig is cooked acupunctured and manually.... "(https://www.facebook.com/zubuchon/?fref=ts)  Maybe such image is their way of evoking to the masses that with them, pigs are happy because they are grown and cooked in a unique and special way that is why we should try them. At the same time, it is effective for it conveys certain impacts to its viewers or at least to me.

b.)      Happy piggy as a tragedy. If the pig is happy with the fate that it is bounded to and accepted it whole heartedly, it is a heart-breaking reality because in the end, still it is creature with life and feelings of it own. This made ​​me further understand those who were advocating for them to be spared from being slaughtered. 

c.)       Jesus Christ the Happy Piggy. Scandalous as it may sound for we know how much we looked down into pigs, that is why some dirty and disgusting acts are assimilated with them. Not to mention that they are also treated as a cursed animal in Islam. But yes, Jesus Christ is the happy piggy. Because aside from he is the sacrificial being in order to fully reveal the kingdom of God to mankind; He was looked down, he was treated unmannerly, he did not embody an icon that can be assimilated to a pompous horse or a gallant eagle but instead he was incarnated in a manger and born to a carpenter. He lived a life full of tragedy, but everything was just part of God's greater strategy. And just like the pig, He is simple, does not demand a special attention or treatment, prepared to sacrifice one's self and above all, whole-heartedly accepted the fate He is destined to despite at the expense of His own life for the greater glory of God.

 Are you a happy piggy? Happy feast day of the Epiphany!