Project management
Desk research
Strategy development
Creative concepting
Illustrative mockups
Taco Bell's biggest success has been their ownership of the late-night crowd, and in doing so, they are able to establish an irreverent brand tone of voice and challenge the narrative that nothing good happens after dark.
Perpetual 18-25 year olds.
That person is always changing, but Taco Bell changes with them.
As a brand that has established itself as an irreverent game changer, Taco Bell has become known for change and not for consistency.
You never really know what you’re going to get when you order at Taco Bell. Yes the food is the same, but the experience never is.
Luckily, their customers don't care.
Whether it’s a long day of studying or a late-night adventure, the last thing you want is more of the same.
We'll meet our audience where they are by bringing in another fan favorite to provide some reprieve from the mundane.
Perpetual 18-25 year olds.
That person is always changing, but Taco Bell changes with them.
You never really know what you’re going to get when you order at Taco Bell. Yes the food is the same, but the experience never is.
Luckily, their customers don't care.
Whether it’s a long day of studying or a late-night adventure, the last thing you want is more of the same.
We'll meet our audience where they are by bringing in another fan favorite to provide some reprieve from the mundane.
As a brand that has established itself as an irreverent game changer, Taco Bell has become known for change and not for consistency.
Chamber members with smaller businesses have felt marginalized when it comes to involvement and decision making.
She's a legendary study companion for 10.1M followers around the world who work and relax alongside her unending YouTube livestream.
Her stream has on average 25k concurrent viewers at a time, and has been running non-stop since the channel's inception in 2015.
She has even been cited as a social distancing role model, opting to stay in instead of going out.
Like many of her viewers, Lofi Girl is always doing the same thing. We figure she's probably tired of it.
Lofi girl will leave her room for the very first time in mid-April, at the start of Spring semester finals.
She'll leave behind a singular tweet:
Viewers will flock to her YouTube livestream, wondering where she’s gone.
Midway through her absence, Taco Bell will strike up a dialogue on Twitter.
Cue her return.
Once Lofi Girl returns with her meal, Taco Bell will announce the launch of a new menu item: a fully customizable snacking box perfect for students staying up late at night.
Kevin Nguyen, strategist
Jay Do, experience designer
Craig Kissoon, copywriter
Pareesa Khwaja, art director
