Taco Bell’s Cravings Value menu is value beyond belief.

In a time when value menus are either shrinking portion sizes, walking away from creating innovative $1 products, or forcing fans to buy food they don't want, Taco Bell is doing something, well, beyond belief. 

In the campaign, viewers are invited into a world that is fantastical and surreal. To match this world of luxe and indulgent fantasy, I designed and created a custom 3D typeface, look-and-feel, and wordmark. These elements were utilized in all campaigns relating to the Cravings Value Menu in 2019.

Agency: Deutsch LA

Creative Directors: Vince Feliciano, Josh Cassidy

Art Direction: Scott Frandsen, Chris Lumain

Copywriting: Charlotte Duerden, Dennis Chen

Head of Design: Adhemas Batista
Design Director: Jean-Lou Renoux
Senior Designer: Jun Ikeya
Designers: Jeremy Gozzip, Amy Lee