Taco Bell Global Real Crave Toolkit

I led the creative direction, look and feel, and photography for Taco Bell’s international Real Crave Toolkit, created to build a consistent and craveable visual identity across global markets. The photography makes the food the undeniable hero: bold, oversized, a little messy, and authentically appetizing, with an emphasis on melty cheese, dripping sauces, vibrant ingredients, and crave-worthy textures. A diverse cast of models brings the work to life and reflects audiences across regions.

The toolkit establishes a flexible visual system designed to bring Real Crave to life across a wide range of consumer touchpoints. It includes customizable templates for Now Open and Coming Soon store-opening graphics across print and digital, core menu item window displays, digital menu boards, and additional digital assets. Clean, bold layouts prioritize readability and impact, creating consistency across global markets while giving regional teams the flexibility to adapt the work to their needs, always letting the food do the talking.