In the end I decided not to give all of the characters this attitude feeling because it did not suit some of them. I gave them certain human qualities and clothing but still tried to keep them looking like animals. Also I gave them bold and bright colours, and drew them in a cartoony styles as this is what seems to work well on IOS platforms.
Concepts for power-ups
I kept the appearance of the power-ups as simple as possible so that it wouldn't be too confusing when looking at them on screen. I wanted the player to be able to just pick the power-up without looking at it for ages trying to work out which one it is.
Concept of backdrop for the design document
I wanted the backdrop to be as simplistic as possible so it didn't become confusing when looking at text and other pictures.
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