FONDA: More Than Just a Pretty Taco

Following Fonda’s 2025 rebrand, the challenge wasn’t simply to launch a new look. It was to make sure the brand’s signature sass translated seamlessly from a smartphone screen to a physical menu. As creative lead at TAG, I guided the multichannel rollout and helped turn the new identity into a living brand across its marketing and in-store experience. The digital execution spanned organic social, Meta ads and email marketing, using Fonda’s dry, casual humour to keep the content engaging. Collaborative campaigns with Novo Shoes and Pana Organic also tested how the new visual language could adapt to different brand environments while remaining distinctly Fonda. The physical rollout was equally ambitious, extending across menus and A-frames through to decals and custom pieces for the Melbourne Formula 1. By balancing the energy of the rebrand with the practical needs of each format, the wider rollout created an experience that feels as intentional in person as it does online.