TACO BELL. “BE” campaign.
Taco Bell. “Be” Campaign. Taco Bell commissioned us to look at ways of updating the brand for the 2020’s. The “Be” Campaign was the result.
The brand we envisioned is no longer about consumption. But about “Being”. We developed new environments. Spaces where more types of people would want to hang out and “Be”.And suggested new menu options to appeal to a wider, more diverse demographic, that better represented modern America.
We move Taco Bell away from it’s narrow 1960’s fast-food roots to create an 21st century environment more people would want to “Be” in for longer.
A wider menu, with more “artisanal” items. A bright, new look, feel. And environments you want to hang out in for longer.
We aimed to show how they could evolve their business out of the low margin, high competition “fast food” market.
And into the higher-margin, “third space” territory of Starbucks, Joe & the Juice and Pret.
