Freeze Fest
A sizzling summer concert festival in Los Angeles celebrating National Frozen Drink Day with Taco Bell’s latest fruity freeze flavor and grooves by Stephen Sanchez, feeding LA foodies and sound enthusiasts alike.
Client: Grubhub x Taco Bell
Role: Assoc. Design Director
Company: Factory360
Feed the beat!
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 vibrant & zesty event identity, playing up fruity design motifs of the newly launched freeze drink.
We kicked off the intimate event with a VIP meet & greet with headliner Stephen Sanchez, exclusively for lucky Grubhub+ and Fire! Tier Members. Diners grubbed on complimentary Taco Bell favorites, stayed refreshed with freezes and cocktails, all while vibing out in the uber colorful lounge to DJ Alex Chapman.
Throughout the event, guests picked out some epic ink at 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.
From a Taco Bell Parking lot to a Concert Festival
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La Brea Taco Bell
Nestled in the residential neighborhood of Mid-city, this Taco Bell parking lot became the backdrop and site for the concert, a blank canvas for the colorful design filled with brightness and celebration.
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Conceptual Render
The event brand identity played up the LA’s summer vibes, bright colors reflectling the boldness of both Taco Bell and Grubhub, bringing the vibrant mood into the night. The space utilized summer motifs with a fruity twist, playing up the flavors of the new freeze drink.
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Freeze Fest
The parking lot was brought to life through a meet & greete space, concert stage, a “Grub zone” for all taco lovers, and fully stocked freeze shacks, making sure to bring coolness to a hot summer day
Art Director: Hiann Prum Lee
3D Experiential Designer: Brianna Rodriguez