Simplified design system elevates Del Taco

Mexican QSR Del Taco launches a new packaging and marketing system that elevates the brand by using a simplified system that celebrates the warmth of Southern California and Mexico.

Del Taco's redesigned family of packaging
Del Taco's redesigned family of packaging

Mexican quick-service restaurant Del Taco has introduced a new, integrated advertising campaign and brand design refresh, led by advertising agency Camp + King. The campaign, “Hardest Working Hands,” launched on June 25th, celebrates the cornerstones of the business: Del Taco employees’ pride and hard work.

The directive for Camp + King was to create a campaign and design that would elevate consumer perceptions of Del Taco to a be viewed as a better-quality option and would be uniquely Del Taco, separating and elevating the brand’s visual identity from the noise of the category.

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