TACO BELL EXPLORE BRANDING

Taco Bell Explore was a new approach to social media-based customer loyalty programs. Instead of the traditional model of buy-stuff, get-discounts, by-more-stuff get something free, Taco Bell flipped the script and made it into a game.  Players first connect their social media accounts with the Taco Bell app.  Sharing everyday activities, like going to a concert or taking a road trip, wins them increasingly rad prizes.

The branding for Taco Bell Explore had to work across two channels. The Taco Bell App for Taco Bell Explore messaging and offers. And Social Media for Taco Bell Explore gameplay. 

The brand design and language of Taco Bell Explore had to champion the brand's digital-meets-real-world approach.

Angles, open spaces and motion define the Taco Bell Explore logo. Two triangles, formed between the X and R, and each E, reference the Taco Bell Explore/Play Your Life/Live Más brand tenents. On top of that, the triangles form the archetypical one-point perspective–a road running to the horizon. Road Trip!

And since every good adventure map has a X marking the spot, I made sure to draw special attention to the X. I also playfully left the P and R incomplete.