Taco Bell Brand Study
A reimagining of Taco Bell’s identity by drawing from its heritage
Client
Passion Project
Service
Brand Identity
OverView
Taco Bell has long been a household name, but over time, the brand’s identity drifted toward a more generic fast-food aesthetic—clean, corporate, and stripped of the playful spirit that once made it stand out. The bold, groovy energy of its early years faded, leaving behind a brand that felt more functional than soulful. This rebrand set out to change that. By looking back at Taco Bell’s origins, its vibrant colors, funky typography, and retro-inspired graphics, I rediscovered the essence of what made the brand feel alive. The goal wasn’t nostalgia for nostalgia’s sake, but to channel that energy into a fresh system that resonates with today’s culture.
The Challenge
Over the years, Taco Bell shifted away from the bold, funky personality that once defined it. The most recent iteration leaned into a minimal, purple-driven identity that felt polished but also sterile, more corporate fast food chain than cultural icon. While purple became the face of the brand, it lacked the warmth, energy, and character that connected Taco Bell to its roots. The challenge was to break free from that overly sleek, purple-centric system and reintroduce the soul of the brand. How do you revive Taco Bell’s groovy, retro spirit without feeling kitschy or outdated? How do you create something modern and relevant while reconnecting with the authenticity of the past? The rebrand needed to strip back the corporate gloss and build a design system that felt human, textured, and soulful, transforming not just the look, but the full customer experience, so every touchpoint carried the personality that once made Taco Bell unforgettable.
