Taco Bell - Cinnamon Twists Cereal / Packaging
Taco Bell partnered with Uber Eats to launch Cinnamon Twists Cereal, a unique promotional item. As a contractor working with Taco Bell's design team, I developed the visual identity system for the packaging and digital ads, ultimately leading the design as an art director after my concept was chosen. My contributions included proposing a lenticular coating for the packaging that would alternate between Taco Bell's purple and Uber Eats' green, and suggesting a color-changing spoon prize activated by milk. I played a significant role in creating both the packaging design and the overall consumer experience.
Credits:
ECD- Jess Kirkman
Creative Director- Chris Selter
ACD- Alice Park
Designer- Arcy Valencia
Illustrator- Chase Wood
Getting both brand colors on the packaging was a challenge because the Uber Eats bright green and Taco Bell’s purple always seemed to clash. We leveraged Lenticular printing to create a nostalgic experience and solved for the color challenge.
Lenticular Printing
Color Changing Spoon
To complete the cereal experience, there was an opportunity to include a prize. Many awesome ideas were pitched, including my idea for a color changing spoon, that again shifted brand colors.
