TACO BELL. REBRANDING INITIATIVE.
Taco Bell commissioned us at Landor to rethink their brand for the modern day. To look at ways to take their business forward. Here was the result":
TAco Bell. The state of “BE”
No time. Too much stress. Running to school, work, home. Hurring up to wait. Multitasking. Do we really need all of this ... or should we just BE? In our modern world we need simplicity. Easy solutions to our needs. We need value, quality and the chance to chill out a little. This can be our world ... the state of Be.
We wanted to 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.
We envisioned 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.
OUTCOMES?
The project inspired Taco Bell to launch Taco Bell Cantina. A bright, upmarket “third space” environment. To bring a new type of Taco Bell to premium locations across America.
