Since 2006, Taco Bell and it’s Feed The Beat program have helped support more than 2,000 artists/bands. Feed The Beat support starts in the form of feeding touring musicians with a $500 Taco Bell® gift card — no strings attached. Once on the FTB roster, the program also boosts exposure for artists by giving them a stage at events around the world, featuring their music in television commercials, providing useful gear for touring, and supporting amplification through Taco Bell’s social presence.

I was tasked with creating a visual identity system for the 2026 artist class. Having experience working with musicians, I knew that we needed to steer the artwork away from corny music tropes, but keep it weird enough to foster pride of use. Inspired by the stoic quirkiness of '80s corporate identities and analog CRT textures, I created a system that first showed up in the form of a merch capsule for newly inducted Feed The Beat artists, and, later as a broader system that has been applied to social, web, and loyalty applications.

Role: Art Direction, Design, Concept

Executive CD: Rebecca Parker
Creative Director: Chris Selter
Senior Art Director: Winston Elliott