PROJECT roles
Brand Strategy
Visual & Verbal Identity
Design
Packaging Design
Advertising
Motion Graphics
Brief
When embarking on this rebrand the driving force was the companies logo history. Having the pleasure of creating this project with the unbelievably talented Lisa Metz, we felt drawn to Taco Bell’s design origins.
There was something soulful and warm about Taco Bell’s logos from 1972 - 1994 and agreed that was lost in its 2016 redesign. This was the reason we chose this company to rebrand. We were inspired by the colours and feel their logo gave us.
process
We started by customizing a serif typeface and elevating the bell, paired with a fading sunset which resembles the familiar "bell tower". We actualized their packaging and advertisements to keep what is great about Taco Bell, while again bringing back the soul of what we felt had been lost.
It was also discussed that the tagline be updated but found we loved not only the message of "Live Más" but the typeface as well, as it works in beautiful contrast with our new logo.
software used
Adobe Illustrator, Photoshop & Procreate
