This was an internal design challenge to reimagine one of our clients, Walking Taco. The brand currently relies on the existing equity of flagship brands like Doritos, Tostitos, and Fritos. The ask was to reimagine Walking Taco and create a fresh, engaging brand identity that could set a new standard in snack food marketing.
The challenge took place over five weeks and consisted of weekly design exercises. Each week, teams focused on a specific aspect of the brand’s identity or marketing strategy, ultimately culminating in a comprehensive rebrand presentation.
The Design Team
Associate Creative Director : Kim Medina
Sr. Art Directors: Andrew Wyman
Art Directors: Natalie Garza
Copywriter: Kyle Bryant
My contribution was establishing the brand’s new tone, visual direction, and overall look and feel, building upon the logo created by my team member, Andrew.
Before
After
Andrew Wyman Logo Designer
The brand voice was inspired by a blend of 1950s diner aesthetics and traditional Mexican taquerias, rooted in the visual culture of classic taco shops, diners, and casual street food. Street food is inherently bold, unconventional, and approachable, which became the foundation for the brand’s personality. The result is a visual direction that feels nostalgic and familiar while still being playful, energetic, and fresh.
