Evolving the brand
Art Direction, Design
I have lead the charge in reinventing our food photography and menu boards to prioritize authenticity and craveability in response to changing consumer values, particularly among Gen-Z. My efforts helped maintain the brand's position as a leading fast-food restaurant, appealing to a new generation of customers while staying true to the core equities of cravability, abundance, and innovation.
the past
Old Photography
Lacked authenticityIngredients were perfectly placed and styledFood appears fake/propped
the present
New craveable photography
Authenticity is Communicated Through:Loose food stylingHuman elementNative packaging & propsLighting inspired by flavor storyCapturing craveable moments (sauce drip, bite, crispy texture, etc)
Crispy Chicken Taco
Art Direction , Design, Prop Styling, Menuboard Panels, PR
Brief Considerations
The focus of this product revolves around our exceptional crispy chicken, and how our brand can be associated with satisfying your craving for it.
Our partners have requested that we capture imagery of the chicken itself as an individual ingredient, which will enhance the narrative of its irresistible appeal.
We can explore incorporating cultural events and seasonal themes, such as summertime or Independence Day, to further engage our audience.
Emphasize the genuine signals of desire and the high-quality characteristics—such as being piping hot, perfectly crispy, made with tender all-white meat chicken marinated in jalapeño buttermilk, coated with a crunchy tortilla chip breading, and served with two delectable sauce options: a three-cheese blend or real shredded cheddar cheese.
Grilled Cheese nacho fries
Art Direction , Design, Prop Styling, Menuboard Panels, Social
Brief Considerations
Emphasize the delicious grilled cheese, marinated steak, and layers of flavorful sauce that indicate their craveable and high-quality nature.
Ensure that the key elements of the nacho fries, including their golden color, bold seasoning, and irresistibility, remain visible despite being topped or covered with cheese.
When showcasing Cell 3, focus on presenting the Grilled Cheese Nacho Fries and the Double Steak Grilled Cheese Burrito as part of a "Grilled Cheese Story/Platform." These related products are not necessarily intended to be purchased together at the same time, but their connection can be highlighted.
bacon club chalupa
Art Direction , Design, Prop Styling, Menuboard Panels, PR
Brief Considerations
Celebrate the exciting new flavor combination of the Bacon Club in our beloved Chalupa shell, known for its iconic appeal.
Stay true to the distinctive look and feel of our Core Evo while prioritizing the Real Crave factor, aiming to entice consumers to experience this enticing addition to our Chalupa lineup.
Deliver a delightful twist on familiar and comforting flavors, all presented in our unique "Taco Bell" style, offering consumers a blend of innovation and satisfaction.
