Taco Bell’s base packaging was the same for eight years, so we wanted to give it a facelift.
As part of our rebrand, we reimagined this packaging system as a modern “pop-art” interpretation of the brand’s iconic logo.
The goal for the new packaging was for it to feel truly differentiated, iconic, fresh for customers, and could also feel like a piece of art.
Traditionally, a logo is static, but we had to break the rules a little being Taco Bell. All of the images on the packaging feel like they’re in motion, to really embody the sound of the bell in our logo. We call it Kinetic.
Skills Used
Brand Identity, Art Direction, Illustration
Designers
Alex Ezell, Arcy Valencia, Rolex Vidal
Design + Strategy
Brian Steele, Taylor Goad
Creative Director
Christopher Ayres