Taco Bueno, called "Bueno" by its fans, is a quick service concept with over 100 locations in the west, mostly near highways and fast moving traffic. Our idea was to develop a distinctive profile, easily identified, that could be applied to both new and old locations. Our 'wrapper' is a separate shell (yes, like a taco shell), that encloses the restaurants, providing shade and identity. It can be applied to existing locations without substantial change to the old store, making it an inexpensive way to upgrade a store and simple to return to the 'plain vanilla' state when a lease is over.
The project was designed as part of a graphic and architecture team including Lowell Williams Design (we were then both partners at Pentagram) and included signage (the bubble with "Bueno"), packaging, uniforms and the entire identity program.