Our goal was to simplify the laid-back brand’s identity. Del Taco needed a system that wouldn’t clutter the consumer experience, especially when considering large number of design touchpoints, including everything from store artwork, to print, digital, and social assets, to packaging—a total of over 60 pieces.
We based our fresh, new design system on several principles:
• Clean backgrounds with minimal messaging, creating a canvas that stands out
• Abstract, hand-crafted background patterns inspired by SoCal and Mexican culture, as well as Del Taco’s fresh ingredients
• A vibrant color palette drawn from SoCal’s sun, sky, water and foliage
• A bold but refined typography system