Modern Food Truck Software Logo

We are working on operational software for food trucks.
I Have ideas which I’ll send across which I need working properly to use on app, socials and print media . Also need animations in Lottie format as we need to be able to have some movement when being used on app and media platforms.
Brief from chat gpt is as follows. I will send across images that will make sense of it all.
WHAT THE TRUCK (WTT)

TRUCK DOG – DESIGN & ANIMATION BRIEF

Project Overview

We are creating a mascot and character system for What The Truck (WTT), an operational software platform designed specifically for food truck operators.

The mascot will be used across:

* Mobile app
* Web app/dashboard
* Website
* Loading screens
* Empty states
* Social media
* Email marketing
* Merchandise
* Stickers
* T-shirts & hoodies
* Exhibition stands
* Pitch decks
* Investor presentations
* Print materials
* Vehicle graphics
* Push notifications
* In-app achievements

The mascot should become the visual face of the brand.

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CHARACTER CONCEPT

The mascot is called:

Truck Dog

Truck Dog is:

* Cool
* Calm
* Slightly unimpressed
* Reliable
* Hard-working
* Never flustered
* Always on the road

He represents food truck operators.

Whether it’s:

* Rain
* Snow
* Wind
* Busy festivals
* Long shifts
* Equipment failures
* Staff shortages

Truck Dog remains calm and gets the job done.

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MOST IMPORTANT RULE

THE HUMOUR COMES FROM THE SUBTLETY

We do NOT want:

* Disney
* Pixar
* Cartoon Network
* Hyperactive animation
* Big smiles
* Exaggerated reactions

The joke is that:

Truck Dog treats everything with the same mildly unimpressed expression.

A hurricane?l

Sold out at a festival?

Snowstorm?

VAT return due?


VISUAL STYLE

Colour Palette

Primary Red:
#E31E24

Background Cream:
#FFF7EB

No gradients.

No shadows.

No black outlines.

Red line art only.

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TRUCK

Front-on view.

Simple.

Recognisable silhouette.

Features:

* Rounded corners
* Split windscreen
* Wing mirrors
* X headlights
* “WHAT THE TRUCK” on front panel

Minimal detail.

⸻

DOG

Features:

* Front facing
* Backwards baseball cap
* Light stubble texture
* Slightly grumpy expression
* Hands on steering wheel


No clothing.
Possible tattoo

No accessories.

⸻

MASTER DELIVERABLE

Create:

Truck Dog (Master)

This becomes the source for all future variants.

⸻

CHARACTER VARIANTS

All variants must use:

* Same truck
* Same dog
* Same proportions
* Same expression

Only the situation changes.

⸻

1. Truck Dog

Default mascot.

No accessories.

⸻

2. Windy Dog

Add:

* Wind gusts
* Leaves
* Slight cap movement

⸻

3. Rain Dog

Add:

* Rain
* Wiper movement
* Water droplets

⸻

4. Snow Dog

Add:

* Snowflakes
* Snow accumulation

⸻

5. Sunny Dog

Add:

* Sun
* Rays
* Warm weather cues

⸻

6. Coffee Dog

Add:

* Coffee cup in one hand
* One hand on wheel

⸻

7. DJ Dog

Add:

* Headphones
* Small DJ deck

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8. Accountant Dog

Add:

* Calculator
* One hand on wheel

⸻

9. Admin Dog

Add:

* Tablet/iPad
* Both hands normally on wheel when not using device

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10. Festival Dog

Add:

* Festival-style accessory
* Subtle only

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ANIMATION STYLE

IMPORTANT

Animation should be subtle.

Almost imperceptible.

We are NOT creating a cartoon.

We are creating a mascot.

⸻

MASTER ANIMATION LOOP

Loop length:

5 seconds

Movements:

Blink

Once every 4-6 seconds

Very quick.

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Steering Wheel

2-3 degrees left

2-3 degrees right

Return to centre.

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Cab Bounce

1-2 pixels

Very subtle.

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Ear Twitch

Occasionally.

Not every loop.

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WEATHER VARIANTS

Windy

* Leaves drift
* Cap flap moves slightly
* Ear movement

Rain

* Falling rain
* Wiper sweep
* Occasional blink

Snow

* Falling snow
* Slight bounce
* Occasional blink

Sunny

* Sun rays pulse gently
* Occasional blink

⸻

FILES REQUIRED

Vector Master

SVG

AI

EPS

Figma

⸻

Animation Files

Lottie JSON

Rive file (preferred)

GIF

MP4

Transparent background MOV

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Static Exports

PNG

JPG

WebP

Transparent PNG

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LAYER STRUCTURE REQUIRED

Please separate:

Truck

* Truck body
* Mirrors
* Wheels
* Headlights

Dog

* Head
* Eyes
* Nose
* Left ear
* Right ear
* Cap
* Hands

Animation

* Steering wheel
* Rain
* Snow
* Leaves
* Sun rays

All elements must be independently animatable.

⸻

USAGE RIGHTS

Deliverables must include:

* Full commercial rights
* Source files
* Editable files
* Unlimited usage
* Worldwide usage
* Perpetual licence

⸻

SUCCESS LOOKS LIKE

When somebody sees Truck Dog they should immediately think:

“That’s me. That’s every food truck operator I know.”

Calm.

Dependable.

Slightly fed up.

Still getting the job done.

And somehow that’s what makes him funny.

I can WhatsApp further designs across but I can’t upload for some reason.

Please see notes below re ip and transfer of ip
Intellectual Property

All artwork, source files, vector files, animations and derivatives created under this project shall become the exclusive property of What The Truck Ltd upon final payment.

Designer agrees to transfer all copyright and intellectual property rights to What The Truck Ltd.

Designer may showcase work in their portfolio but may not resell, license or reuse the artwork.