All Belgium is a waffle food truck and restaurant based in Wilkes-Barre, PA and has expanded into areas beyond Northeast Pennsylvania. The owners approached Wilkes University and Sordoni Art Gallery to re-design a new fleet of trucks in Summer 2024.As part of that team, I redesigned their concept for a mascot and helped visualize the narrative All Belgium would continue to use in their branding. Willy the Waffle is the owner and creator of All Belgium waffles, coming from Belgium to spread positivity and delicious waffles where he goes. The style is inspired by vintage cartoons and maintains a friendly personality to keep within All Belgium’s classic, positive, and reliable branding.