A selection of the various taco-themed books seen at the Taco Bell product launch party.
Packaging design, environmental decor and various visual elements created for Tacos: The Next Chapter event, Taco Bell's book-themed product launch party unveiling The Grilled Cheese Dipping Taco. The event was located at the Hollywood Athletics Club in LA and in collaboration with H.wood Group & Bootsy Bellows.
Custom food trays for the Grilled Cheese Dipping Taco
To fit with the book theme, The Grilled Cheese Dipping Taco were each presented in custom designed trays that resembled hardcover books titled Grilled Cheese Dipping Taco: The Story. "Volume 1" Book (with the black cover) featured the new Slow-Braised Shredded Beef while the "Volume 2" Book (with the purple cover) offered a vegetarian version of the product. Each taco comes with 2 dipping sauces: the nacho cheese sauce and the red enchilada sauce.
Upon entering the event: Influencers, celebrities and other attendees were greeted by librarians at a library/bookshop entrance filled with taco-themed books. The same graphics design elements seen on the various books inspired additional visual elements and created for event events such as photo ops, wall art, and additional book props.
Entertainment for the event included a DJ set by Marsha Molinari with Breck Lombardi. To end the event, attendees were treated to live music set by "DJ Pee.Wee" (aka Anderson.Pak) and later, a live performance by Miguel.
A custom rug and custom tile flooring designs were also carried over to the handkerchiefs worn by the food servers.
Notable Press & Media Articles:
• Taco Bell® Introduces Grilled Cheese Dipping Taco Featuring New Slow-Braised Shredded Beef (Taco Bell Official Blog)
• Taco Bell spent 2 years perfecting the recipe for its brand-new taco — and it was worth the wait (Anneta Konstantinides and Nancy Luna for Business Insider)
• Is This a Taco Bell Party or Am I Having an Existential Crisis? (Dave Holmes for Esquire)
Video of the event via @LaurenLipman on TikTok
Created in collaboration with the in-house Taco Bell Creative/Design team as well as the Taco Bell marketing team and the Taco Bell Brand Team • Copywriting Credits: Jordan Elle • Photo Credits: Renee Bones & Bella Garcia