Simplified design system elevates Del Taco

Says Camp + King, “Across the board, we simplified. We needed a system that wouldn’t clutter the consumer experience, especially when considering the high volume of design touchpoints across store artwork and packaging.” This comprised more than 60 pieces.

The new system features the following elements:

• Clean white backgrounds with minimal messaging that create a canvas that stands out from the category and lets the brand’s confidence shine.
• Abstract, hand-crafted background patterns that refresh and create a contemporary and bold aesthetic. The pattern designs are inspired by elements found in Southern California and Mexican culture like poncho patterns, palm fronds, and beach waves. Other patterns are inspired by the fresh ingredients found in Del Taco kitchens like avocadoes, tomatoes, hand-grated cheddar cheese, and pinto beans.
• A color palette that reflects the vibrancyofSouthern California'ssun, sky, water, and foliage. Paired with ample amounts of whitespace, the colors are amplified creating vivid and clean pieces.
• A bold but refined typography system that adds additional personality and expression.

The new design system has rolled out across Del Taco’s packaging, in-store artwork, print, digital, and social assets.