Taco Bell is a well known global brand in many countries in and outside the US. However, in New Zealand it's relatively new. In other words there's no history or legacy that anyone understood. The challenge was then to cut through the busy market with the global brand look, but in a new and fresh way that would be adopted, relevant and loved by Kiwi's.
Inspired by the uniqueness and shapes of the food we created a system that celebrates and houses the food, colours, and messaging. Based on the existing brand assets it now uses bold & powerful typography, bursts of Taco Bell purple, the bright food, stamped by the signature bell icon. The old/new brand is (re)born! We also created a custom soundtrack to the launch and retail films, irresistible images of food, people, culture, enjoyment, and bursts of bright colour. The refrain of a hip-hop track. Looping ‘til it gets stuck in your head is a good mix of... Cheesy. Crunchy. Spicy. Fresh.
ECD. Brad Collett
CD's. Anna Yates / Billy McQueen
Head of Design. Nathan Chambers
Design Lead. Aarush David
Design Team. Nathan Chambers, Aarush David, Farin Dickinson, Oliver van Lent, Maria Lokshina, Georgia Skiffington, Sam Cox.
Film & Production. Film Three Sixty
Photography. Luke Harvey
