The Kraft® suite of Taco Bell® packaging was in need of a vibrant, modern, craveable facelift. And the product category itself needed a true cultural disruptor. In grocery store aisles, a majority of the packaging looks the same when it comes to overall design and messaging.
The goal was to create visually disrupting packaging that truly stands out against the rest of the aisle. Our solve was to showcase more natural photography on the packaging, create product descriptive illustrations and patterns, and to utilize bold colors to stand off the shelves.
Skills Used
Brand Identity, Illustration, Art Direction
Designers
Alex Ezell, Arcy Valencia, Rolex Vidal
Assistant Creative Director
Chris Selter
Creative Directors
Christopher Ayres, Jess Kirkman