Our objective for this brand refresh project for Del Taco—the nation’s second-leading Mexican quick service restaurant—was to elevate consumer perceptions of the chain as a better-quality option. More specifically, we needed to create a unified and “uniquely Del Taco” design style for a wide assortment of packaging and promotional/marketing materials to raise the brand’s visual appeal, distinguish it from the noisy category, and communicate specific product attributes.

The theme of our design refresh was simplicity, which can be seen in the white, hand-crafted background patterns that contain minimal messaging. This spare approach resulted in a bold, modern aesthetic that is 180-degree opposite the loud colorful communications often employed to sell fast food. As a result, it allows Del Taco’s laid-back individuality and confidence to shine among others in the category.

This project involved creating designs for more than 60 touchpoints, so we simplified wherever possible to create a less-cluttered consumer experience. Pattern designs were inspired by elements found in Southern California and Mexican culture, such as ponchos, palm fronds and beach waves, and fresh ingredients found in Del Taco kitchens, like avocados, tomatoes, hand-grated cheddar cheese, and pinto beans. We chose a color palette that reflects the vibrancy of Southern California's sun, sky, water, and foliage, and paired it with the ample whitespace of the canvas to create vivid yet clean pieces. The bold but refined typography system adds additional personality and detail.

The new design system currently appears on Del Taco’s packaging, in-store artwork, print, digital, and social assets.