Taco Bell
social visual system
Taco Bell’s social presence needed a new visual system that could feel instantly recognizable while remaining flexible across fast-moving, multi-channel content. The goal was to create a cohesive language that could unify posts without flattening the brand’s energy.
The challenge was designing a system that could hold consistency at scale while still leaving room for spontaneity, humor, and cultural relevance. Social demanded speed, but the brand still needed a strong and repeatable visual signal.
Rather than relying on a wide range of existing brand cues, the system centered on a single core idea: the belfry. As the structure that houses a bell, the belfry became a dimensional container for Taco Bell’s values of rebelliousness, independence, and creativity. Simple in form yet expansive in use, it allowed content to feel connected without becoming rigid.
Built to flex across formats and platforms, the system gave Taco Bell a distinct and ownable social expression. It created a recognizable visual rhythm while allowing each piece of content to adapt, evolve, and respond to culture in real time.