20 · Mascot / Character-led

A complete Mascot / Character-led brand kit, composed by Brandwright for the fictional brand Waddle — every asset below comes from one brief. Read-only; start your own to refine any part.

Start from this direction All examples

brand kit · essential set

Waddle /

The generative core: brief, logo family, palette, typography. Click any filled asset to see all versions.

⚠️ AI-generated — review and refine before shipping. The marks are extracted to SVG/PNG by an AI pipeline, so small imperfections (a stray tone, a slightly-off path, an occasional mis-cropped detail) are possible. Anything off is editable, or just ask the agent to re-generate it.

↓ download kit

Strategy

Waddle is a playful savings app that helps kids build money habits with a cheerful penguin guide, daily quests, and rewards.

Industry: kids' savings & money-skills app
Motif: Waddle — a cheerful round penguin in a yellow beanie and green backpack

Art direction

3D render · mascot mark · cool/vivid/light

Imagery & illustration: 3D render style.

Ask Brandwright to set an audience and a mission to round out the strategy.

Cohesion4/4

Does the identity read as one system? A structural check across voice, art direction, and the mark set.

met:
Unified personality
one personality drives both voice and visuals
met:
Art direction set
medium + mark type fixed for the whole brand
met:
Complete mark system
5/5 logo marks extracted from one brief
met:
Mascot integrated
mascot shares the brief with the marks

Locked brief

the locked source every asset comes from

The single 16:9 composed source image. Every logo, color, and typeface below is extracted from it — change the brief and the whole kit follows.

Logo family

5 marks · SVG master + PNG raster

mark

1024²

composed.png

options

App icon

↓ png

logos/app-icon

2048×512

.svg

versions

Wordmark

↓

logos/wordmark

◧

Favicons & app icons

every size a browser or OS asks for — and what each is for

Browser tab

A purpose-built mark distilled from your logo marks to stay clear in a tiny browser tab.

Waddle×

16px

32px

48px

1024²

.png

versions

Favicon

↓ png

favicons/favicon

App & home screencomposed

The app-icon tile, sized for iOS, Android & PWA installs.

iOS · 180

PWA · 192/512

maskable

the maskable icon keeps a safe zone, so any mask (circle/squircle) can’t clip the mark

★

Brand in use

the identity applied — product UI + social card

theme

A product surface — mark, palette & type in use.

1200 × 630

social/og-image.png

Social cards — all four ship in social/ as the brand lockup on the surface color.

Mascot

full-color illustration · transparent PNG

Color palette

6 roles

primary#00A9A7

Teal

accent#F9AA1A

Golden Yellow

neutral#8B73CC

Soft Purple

surface#F7FCFD

Soft Ice

text#082D5E

Deep Navy

muted#83D0A7

Mint

These colors are mostly easy to read — 1 to adjust.

“Contrast” is how clearly text stands out from the color behind it. When it’s too low, text gets hard to read — especially for people with weaker eyesight or on a bright screen. Here’s what to tweak:

Text on neutralis a little hard to read.Try this shade instead:#04172f

Contrast audit1 text below WCAG 2.1 AA

text on surfaceAAA
13.12:1
text on neutralfails AA
3.50:1suggested fix#04172f(4.64:1)
black on primary✓ use this
7.23:1
white on primaryalternate
2.90:1

Pairing	Ratio	Result	Suggested fix
text on surface	13.12:1	AAA	—
text on neutral	3.50:1	fails AA	`#04172f`(4.64:1)
black on primary	7.23:1	✓ use this	—
white on primary	2.90:1	alternate	—

This kit targets WCAG 2.1 AA: every key text/background pairing above is validated and any failure is flagged with a suggested fix. Floor 4.5:1 normal text, 3:1 large. Color is never the only signal.

Typography

heading + body

heading

Bowlby One

Google Fonts

body

DM Sans

Google Fonts

pairing in use

Waddle — a headline in the brand face

Body copy set in DM Sans. Tuned for legibility at length — the quick brown fox jumps over the lazy dog. 0123456789.

Heading carries the brand’s personality; body is chosen for legibility at small sizes and long form.

Theme

your palette applied — light & dark

your palette as a light & dark UI theme

Aa — headline

Body copy on the light surface. Muted secondary text.

PrimaryAccentNeutral

light theme

Aa — headline

Body copy on the dark surface. Muted secondary text.

PrimaryAccentNeutral

dark theme

The dark set is derived from your palette and ships ready to use in the kit. For developers: color.dark.* in tokens.json, and @media (prefers-color-scheme: dark) in globals.css.

Voice

Voice Guide · bundled into the kit zip

Personality

Funny

Serious

Waddle should be playful and lightly funny through its penguin guide, but money learning and safety need enough seriousness to feel trustworthy.

Formal

Casual

Kids need friendly, everyday language, and parents benefit from plainspoken clarity rather than institutional finance copy.

Respectful

Irreverent

Waddle can be charming, but it must respect kids’ confidence, family money choices, and parent oversight.

Enthusiastic

Matter-of-fact

The experience should feel encouraging and quest-like, while avoiding hype, pressure, or exaggerated claims about money.

Playfully purposeful

Waddle sounds fun, light, and game-like, but every playful moment points back to a real money habit.

“Quest complete! You gave your savings goal a little waddle forward.”

Kid-clear

Uses simple words, short sentences, and concrete actions kids can understand right away.

“Pick a goal, choose how much to save, and Waddle will help you track it.”

Cheerfully encouraging

Celebrates effort, progress, and consistency without pressure, shame, or overpromising.

“Nice work. Even a tiny save can grow into something big.”

Trustworthy for grown-ups

When speaking to parents or guardians, Waddle becomes calm, transparent, and practical while keeping a warm edge.

“You’re in charge of transfers, permissions, and settings. Kids get the practice; you keep the controls.”

Penguin-guided, not pun-stuffed

Uses light penguin and adventure language sparingly to create charm, never to obscure meaning.

“Ready to waddle toward your goal? Start today’s savings quest.”

Messaging

Audience: Kids learning to save, plan, and make money choices, plus parents and guardians who want a safe, guided way to teach real-world money habits.
Value: Waddle turns saving into kid-friendly daily quests that build real money habits with guidance parents can trust.

Pillars

Money skills through play

Kids learn saving, goal-setting, patience, and decision-making through short quests and rewards instead of lectures.

Small steps, real habits

Waddle celebrates consistent progress, helping kids see how everyday choices add up over time.

Guided by a cheerful penguin

A friendly penguin companion makes money practice feel approachable, encouraging, and age-appropriate.

Built with grown-up confidence

Parents and guardians stay connected with controls, visibility, and clear guidance around money movement and learning.

Words we use

savegoalmoney habitquestdaily questrewardprogresspracticeplanchoosegrown-upparent or guardianpenguin guidewaddle forwardsmall stepsyou’re in chargetry againnice workkeep goinglearn by doing

Words we avoid

financial literacywealth-buildingportfolioROIinterest optimizationmaximize returnsspend guilt-freegrindhustleget richcash out bigdon’t miss outlimited-time pressurebad choiceyou failedbrokepoorgamblejackpotaddictiveadultingusers under 13

Voice in action

onboarding-welcome
We say: Hi, I’m Waddle! I’ll help you save for something special, one small quest at a time.
We don’t say: Welcome to Waddle, your personal finance companion for building strong savings behavior.
success
We say: What are you saving for? Choose a goal and we’ll waddle toward it together.
We don’t say: Set a savings objective to begin tracking your financial progress.
primary-cta
We say: Today’s quest: Save a little, then tell Waddle what your money is helping you reach.
We don’t say: Complete today’s task by depositing funds and entering a savings rationale.
success
We say: Quest complete! You practiced saving today. That’s a strong little step.
We don’t say: Success. Your daily savings activity has been recorded.
notification
We say: No worries—quests wait for you. Come back when you’re ready to take the next small step.
We don’t say: You missed your daily savings quest. Open Waddle now to maintain your streak.
error
We say: Looks like there isn’t enough to save that amount right now. Try a smaller save or ask your grown-up for help.
We don’t say: Insufficient funds. Please reduce the amount or contact the account holder.
empty-state
We say: A grown-up needs to approve this first. Ask them to check Waddle when they have a minute.
We don’t say: This action requires account administrator authorization before it can proceed.
onboarding-welcome
We say: You manage transfers, permissions, and settings. Your child gets hands-on practice while you stay in control.
We don’t say: Enable your child to independently interact with financial tools while you monitor account activity.
notification
We say: For safety, we signed you out. Please sign in again to keep using Waddle.
We don’t say: Oopsie! Your iceberg session floated away. Log back in to keep waddling!
empty-state
We say: Saving means keeping money for later. Future-you might be glad you waited.
We don’t say: Saving is the process of reserving income for future consumption rather than immediate expenditure.

Surface	✓ We say	✕ We don’t
onboarding-welcome	Hi, I’m Waddle! I’ll help you save for something special, one small quest at a time.	Welcome to Waddle, your personal finance companion for building strong savings behavior.
success	What are you saving for? Choose a goal and we’ll waddle toward it together.	Set a savings objective to begin tracking your financial progress.
primary-cta	Today’s quest: Save a little, then tell Waddle what your money is helping you reach.	Complete today’s task by depositing funds and entering a savings rationale.
success	Quest complete! You practiced saving today. That’s a strong little step.	Success. Your daily savings activity has been recorded.
notification	No worries—quests wait for you. Come back when you’re ready to take the next small step.	You missed your daily savings quest. Open Waddle now to maintain your streak.
error	Looks like there isn’t enough to save that amount right now. Try a smaller save or ask your grown-up for help.	Insufficient funds. Please reduce the amount or contact the account holder.
empty-state	A grown-up needs to approve this first. Ask them to check Waddle when they have a minute.	This action requires account administrator authorization before it can proceed.
onboarding-welcome	You manage transfers, permissions, and settings. Your child gets hands-on practice while you stay in control.	Enable your child to independently interact with financial tools while you monitor account activity.
notification	For safety, we signed you out. Please sign in again to keep using Waddle.	Oopsie! Your iceberg session floated away. Log back in to keep waddling!
empty-state	Saving means keeping money for later. Future-you might be glad you waited.	Saving is the process of reserving income for future consumption rather than immediate expenditure.

Start from this direction.

An illustrated character — flat or soft-3D — with a supporting wordmark, friendly rounded type, and a bright, character-led palette. Memorable and story-driven — for consumer brands, food, kids, gaming, and apps. Start here and refine the full system around your brief.

Start from Mascot