Reimagining taco bell
This project explores an expanded identity system for Taco Bell by reworking its visual language, promotional tone, and product extensions. Through interconnected campaign directions—including sustainability-driven packaging, nostalgic character branding, and merchandise-based concepts, the system demonstrates how the brand could evolve while remaining culturally recognizable. The work balances playful illustration with structured brand strategy, showing scalable flexibility across packaging, apparel, and promotional applications.
I created this project to explore how Taco Bell could evolve into a more eco-friendly brand while still keeping its bold, recognizable identity. Using the concept “Live Más, Waste Less,” I wanted to reframe the brand’s voice to promote sustainability through ideas like biodegradable packaging, reduced waste systems, and more reusable, merchandise-driven experiences. Overall, this design reflects my interest in combining playful visuals with intentional strategy to show how a familiar brand can shift toward more responsible and forward-thinking practices.
Live más. waste less.
throwback legend.
I created the “Throwback Legend” design to bring back a sense of nostalgia by reintroducing the iconic Taco Bell Chihuahua from the 90s in a fresh, updated way. I gave her a new look and identity while keeping the memorable “Yo Quiero Taco Bell” slogan, while also expanding the concept into retro-inspired merchandise, 90s-themed cups, and throwback menu items to tap into that era’s aesthetic. This project reflects my interest in how nostalgia can draw people in, showing how Taco Bell can use its past to create new, engaging experiences that feel both familiar and modern.
