Taco Bell + Cheez-It

For the Cheez-It Crunchwrap Supreme launch, Taco Bell set out to create more than a product reveal. As Design Director, I oversaw a playful, tech-forward brand expression and carried it through the design of the space, ensuring the night felt like a cultural moment worth sharing. Guests entered through a colossal Crunchwrap tunnel into an environment pulsing with neon and sly tech details. Cat robots delivered Crunchwrap bites, a hologram machine transformed influencers into larger-than-life Crunchwraps, and custom cocktails kept the energy high. Every touchpoint was designed to surprise guests and spark content.

The result was an experience that turned a menu launch into a night of culture, energy, and shareable moments, proof Taco Bell could merge food and futurism in a way only they could.

Collaborators:

Alexander Turk // Keirstin Fernandes // Matt Pamer
Nath Mallon // Anthony Baxter