TACO BELL | GLOBAL DESIGN

Rush Creative Studio was invited to help shape the next generation of Taco Bell’s restaurant experience, beginning with the development of a new international interior concept that was implemented across locations in Europe, Asia, and other global markets. Building on that collaboration, RUSH was later selected to develop four distinctive restaurant concepts for both domestic and international application: Modern Explorer, Urban Edge, California Sol, and Heritage.

Each concept offered a unique interpretation of the Taco Bell brand, combining its California roots and Mexican influence with contemporary restaurant design and customer experience. Beyond the interiors, RUSH also helped develop the design playbook for franchisees, defining specifications, materials, finishes, fixtures, and key design standards to support consistent implementation across locations.

The result was a flexible family of concepts designed to give Taco Bell a distinctive, relevant, and recognizable presence across diverse markets around the world.