Del Taco’s recent brand refresh places emphasis on value, freshness and heightened hospitality. Integral to the initiative is an update of the chain’s visual identity by San Francisco’s Camp + King to provide a more contemporary look. Clean, bold, silk-screened aesthetic use a splash of spot color while abstract, hand-crafted designs are inspired by ingredients like avocados, tomatoes and pinto beans. The new designs are now rolling out in packaging, in-store artwork, print, digital and social assets for the nation’s second largest Mexican fast food chain.
Complementing it all are new television spots that also downplay the brand’s bright red and orange for elements from the brand’s SoCal roots, such as surfing waves and palm fronds, and focus on workers in the Del Taco kitchens. “Del Taco really does more fresh prep in each and every restaurant than anyone gives them credit for, so it made perfect sense to celebrate real crew members who do so much day in and day out,” said Roger Camp, President and Chief Creative Officer at the agency.
Agency: Camp + King (San Francisco)
Partner & Chief Creative Officer: Roger Camp
Creative Director: Rikesh Lal
Lead Designer: Joey Faccio
Designer: Jessica Do
Director of Print Production: Amy Guzman
Studio Production: Michael Whelan, Helen Lee
Brand Director: Melissa Stavish
Brand Manager: Sasha Rezaie
Strategy: Carlisle Hensley
Strategy: Sally Kallet