Opportunity: Del Taco is the "David" competing with "Goliaths" in the Mexican QSR category.
Solution: Del Taco approached Tesser to help them maximize performance by rebranding their identity and 20-year old store design. Resurrecting their heritage sun and rolling hills in a fresh, leading edge style, the traffic-stopping exterior signage links back to the "rolling hills" in the logo. The interiors reinforce Cal Mex Fresh food quality through straight, honest messaging, contemporary colors, simple graphics and fresh new salsa bar. The response has been overwhelmingly positive. The new Del Taco stands out from their fast food chain competitors and their store traffic is increasing!
Project scope included:STRATEGYIDENTITYRETAIL DESIGNPACKAGINGGRAPHIC DESIGN