As diploma project I decided to redesign the fast food chain Tacobell. The main idea and thought behind my redesign was to create not only a fast food chain, but a new, more personal experience for the costumer, by setting the focus on the costumer and not on the food itself.

In every little part of the new design, I integrated elements that asks the custumer to get themselves involved, active and communicate with one another and the brand itself. Thereby I archive, that the costumer gets a new personal and social connection with the brand Tacobell. It’s so not longer only a fastfood restaurant, but also plattform for a social community. So I created added value.

the new logo

introducing a new pictoral language

I illustrated and created a new pictoral world, that connects the mexican culture with my cstumers. It makes people instant feel more welcome and integrated as well as increasing the craving for Tacobells Tex-Mex-Food.

the new campaign

As you saw in the pictures above, I printed mexican wrestler masks on the back of the brown bags. It’s another fun way to get people involved. As part of my campaign I integrate the selfies taken with the masks by costumers. This again is connecting the costumer with my brand, as they are part of the brand themselves. By this I also achieve the network effect.