Breakfast Packaging for Taco Bell.
Taco Bell launched breakfast nationally for the first time, entering a market already positioned firmly with McDonalds and other QSR’s. A unique breakfast menu wasn’t going to be enough to make an impression, the Marketing team wanted breakthrough packaging that required more than just cool design, they wanted it to create social noise.
With that imposing obstacle we came to the realization that we had to design for the core demographic; those that were passionate, cultural followers of the Taco Bell brand.
WORD JUMBLE:
Each package, of the 21 variations, contains a different word. When the varying packages are placed next to each other it creates a unique word jumble. This sparked those sharable social moments. The design had cut through the clutter; it was loud, bold and photogenic from a 3” frame.
It was a proven success the day of the launch. People shared their first moments with images on Instagram, Tumbler, and Facebook–bragging of their breakfast experience at Taco Bell, with pictures of packaging and the P.O.P. to tell their stories.