To give the truck a bubbly appearance more in line with Sanrio brand, we fabricated a custom serving window with unusual rounded corners. The top of the truck boasted a LED roof-mounted, channel letter sign . A built in ladder on the back of the truck allowed access to fold down the channel letter sign when not in use. The entire truck was finished in a special holiday-themed graphic wrap featuring the iconic character Kitty White. This custom vehicle created Instagrammable moments at seasonal marketing activations all over the country. With the success of the trucks, the Hello Kitty Cafe experiential campaign has since been expanded to include permanent locations.