In tacos we trust.
Comin’ in hot: growing and evolving a massive cult brand, building an in-house agency, and lessons learned along the way
It had been well over 20 years since the branding had been updated, so in 2016 Taco Bell evolved its beloved 90s-era identity. But the brand’s metamorphosis goes well beyond a physical logo. Below you’ll find some of my favorite Taco Bell projects, where I served as Executive Creative Director. That five-year journey included a build out of our very own in-house agency and showcased how creativity and design can transcend even a taco joint. Innovative brands never stand still; they’re constantly reinventing themselves. So with that permission, we worked everyday to defy expectations and craft a brand story that was authentic and always in a category of its own. Without ever taking ourselves too seriously, of course.
1994-2016 identity
2016 rebrand
In this modern take, color makes a splash and allows customization through patterns and textures, giving usage flexibility while maintaining the Bell’s iconic framework. Partners: Jennifer Arnoldt, Marisa Thalberg, Tracee Larocca (Taco Bell Corp), Design + Strategy: Lippincott, Taco Bell Design
The new brand identity launched alongside the grand opening of Taco Bell’s flagship Cantina on the Las Vegas strip. It’s open 24-7, serves alcohol, has nightly DJ sets and yes, you can even get married. Partners: Restaurant Engagement Team; Design: Taco Bell Development, Taco Bell Design; Social Videos: Brand Content Team
The new identity comes to life vibrantly (and flexibly) through a multitude of build developments, including the newly launched Cantina and Urban concepts. Partners: Restaurant Engagement Team; Design: Taco Bell Development, Taco Bell Design
The reimagined packaging system is a modern pop art interpretation inspired by our classic bell “bong” audio mnemonic—but expressed in a visually abstract and energetic way. Partners: Jennifer Arnoldt, Marisa Thalberg, Tracee Larocca (Taco Bell Corp); Design + Strategy: Taco Bell Design, Brian Steele, Taylor Goad; Photography: Ben Pier
The Bell Hotel in Palm Springs delivered one of the most incredibly tailored immersive experiences for the brand. From the initial branding to every detail in the guest rooms, the team Taco Bell-ified an entire hotel for an unforgettable stay for our most diehard fans. Partners: Jennifer Arnoldt, Marisa Thalberg, Tracee Larocca, Rob Poetsch (Taco Bell Corp); Design + Strategy: Taco Bell Design, UEG
Beloved 90s cult classic “Demolition Man” had a compelling vision of the future that predicted all restaurants in 2032 would be Taco Bell. For the 25th anniversary of the film, we recreated the iconic restaurant from the dystopian film at San Diego Comic Con, the holy-grail of science fiction. Partners: Marisa Thalberg, Tracee Larocca, Rob Poetsch, Matt Prince (Taco Bell Corp); Video: Brand Content Team; Design: Taco Bell Design & Cyrano Rox
My time at the Bell was filled with so many amazing memories, including my proudest accomplishment: building their in-house agency from the ground up. I’ve compiled even more case studies if you simply cannot get enough of that crazy creative taco action. Live más, indeed.