Tasked with creating a new food truck brand, from business concept to deliverable, I developed Croissant Cat, a baked-goods truck inspired by mascot-driven pop-up cafés like the traveling Hello Kitty Café.

 

The brand needed to feel unique while appealing to a target audience ranging from 6 – 24 years old.​

Friendly typography and a character-driven mascot system recreate the novelty of a pop-up experience, driving sales through custom merchandise and menu items such as coffee drinks, breads, and muffins.

 

Deliverables included logo family, illustrated patterns, packaging design, vehicle wrap/retail display, apparel, and doordash assets. The project earned high praise and sparked a measurable surge in croissant cravings that day among peers, directly boosting revenue for the neighboring local bakery.