MTN DEW BAJA BLAST PIE

Mountain Dew Baja Blast Pie Packaging

Design, Art Direction

In collaboration with Mountain Dew, the Taco Bell Product Innovation team set out to unleash the next great flavor innovation on its fans: a Mountain Dew Baja Blast–flavored pie. My task was to create an innovative, buzzworthy twist on Taco Bell’s most iconic beverage—one that would activate the Baja Blast cult and make our fans the talk of Friendsgiving, all while putting a positive spin on the pie’s limited, exclusive nature.

The concept evolved from a vintage-inspired, grandma-glam aesthetic into limited-edition, one-of-a-kind pie packaging designed for Taco Bell’s most diehard fans. With a Gen Z audience in mind, we leaned into drop culture—making the few who scored a pie feel like they’d won a golden ticket and earned the spotlight at their own Friendsgiving.

Design: Andy Insunza

Art Direction: Alice Park, Chris Selter

There’s a time and place for tradition.
But between the “ought tos” and obligations, there’s no room for spontaneity.
Clear the table, because we’re making space for something new and rare.
Baja Blast Pie is where it’s at.
And if you want to be one of the lucky few, you’ve got to be the kind that gets things done by going against the grain.
When plain is the mainstream, standing out is the ticket to Friendsgiving stardom.
We’re raising our forks to the ones who took a chance.
In the end, this flavor’s only for the favored few.

Our Manifesto

PIE + PACKAGING +

This treatment blends a nostalgic, ornate look with the hype of drop culture. Inspired by classic-style packaging and golden ticket vibes, it features detailed patterns and illustrations woven with hidden Taco Bell and Mtn Dew Baja Blast Easter eggs—like lime icons for flavor cues, as well as tacos, Crunchwraps, and the iconic arches. The box color features a gradient of brand hues, blending Taco Bell purple with Mountain Dew Baja blue in an eye-catching way. It’s a limited-edition flex made to stand out at Friendsgiving.

Limited Drop Accessories

These items would be part of a limited drop timed with the release of the Baja Blast Pie—Friendsgiving essentials like a pie server, branded rolling pin, collectible mug, wine keychains, and more.