Design: Suraj S Rao
Project Type: Student Project
School: MIT Institute of Design
Tutor: Prachi Shah
Packaging Contents: Tacos, Gorditas, Chalupas, Burritos, Rice Bowl
Packaging Substrate / Materials: PU Coated Paper
Printing Process: Digital Printing
Taco Bell is an American-based chain of fast-food restaurants serving a variety of Mexican-inspired foods like tacos, burritos, rice, nachos, etc. They offer something crunchy, tasty, affordable, and fast while maintaining utmost hygiene.
In India, the food items are served by just wrapping them in flimsy sheets of paper. This was found to be lacking brand identity and visually unappealing. The overall experience was messy and inconvenient to handle as well.
So, this project was taken up to redesign the packaging of Taco Bell in India – incorporating the brand identity and design language, while also making it convenient to handle for deliveries, takeaways, and consumption, thus enhancing the overall experience. The design is focused on the target demographic of Taco Bell which is usually students and young professionals who value a better experience.
Please Note: ‘Taco Bell’ or any other brand does not endorse, promote or own this project. The above packaging has been developed only for educational purposes. All rights reserved with the designer.
The new design consists of boxes similar to the shape of the food items which makes it unique and attractive. It is much easier to handle which leads to a better experience and value for users as well as delivery partners. The visual language and colors complement the brand identity of being bold, vibrant, and creative. The graphics and illustrations developed are modern and stylish, while also in line with the Mexican theme. This uplifts the visual appeal of the packaging.
The packaging ensures that users need not worry about spillage and messiness while eating. They can also save some part of the food for later. Witty puns and phrases on the boxes make the experience feel more casual and friendly for the user.