Freeze Fest for National Frozen Drink Day

Client: Grubhub x Taco Bell
Role: Art Direction/Event Identity/Graphic Design
Agency: Factory360

A sizzling summer concert festival celebrating National Frozen Drink Day with Taco Bell’s latest Freeze in Los Angeles, California.

We were tasked to transform a Taco Bell parking lot into a summer concert festival celebrating National Frozen Drink Day while promoting the launch of the new Watermelon Berry Lemonade Freeze. To set the summer in motion, interactive invitation boxes were delivered to local LA influencers with surprise invitations frozen inside a block of ice, prompting them to break it open. The Grubhub and Taco Bell brands were blended together through a bold, blocky, & zesty event identity, playing up fruity design motifs of the newly launched freeze drink. Throughout the event, guests picked out some Tasteful Tatts, a foodie-fied temporary tattoo station. Brand Ambassadors handed out exclusive swag items like sunglasses, bucket hats, & bandanas designed to keep everyone looking fresh. We closed the night out with an intimate performance by Stephen Sanchez.