An innovative QSR favorite, Taco Bell eventually lost its edge while trying to become mainstream. A product reboot and complete brand overhaul were needed to help save this iconic chain.
Carl lead the team at Landor to create a rich range of design options, focused on reinforcing consumers’ perceptions of Taco Bell’s Mexican roots and culinary heritage.
Carl designed the selected system to add color and authenticity to the restaurant setting, while capitalizing on flexo printing “accidents” to create a more authentic and hand-crafted look. The system’s unique color palette, custom hand lettered type and artful illustrations helped catapult the brand in to a new era.
Created at Landor
Role: Design Director / Designer
