Reyes-Valera
TacoBell

Reyes Varela

Global Brand Designer

Taco Bell

In just two years since starting with Taco Bell, Varela has worked on retail designs in locales ranging from Asia-Pacific and Europe to Latin America and the Caribbean, helping to expand the company’s international footprint. In his role as Global Brand Designer, Varela is responsible for reviewing and approving store designs and layouts, as well as developing architecture and design resources for global rollouts. He balances his passion for design with a creative pragmatism that helps lower costs, and he strives to amplify cultural relevance and brand enthusiasm while keeping design consistent, no matter the location. Some recent projects include Taco Bell stores in the UK, Chile, Peru, Brazil and Panama. In addition to his design work, Varela is a member of Taco Bell’s Mas L.U.C.H.A Employee Resource Group, which is dedicated to fostering growth and success for LatinX employees, as well as the Retail Design Institute’s SoCal Chapter and SCI-Arc’s alumni association.

PROUDEST ACHIEVEMENT OF THE PAST YEAR

Transitioning from Regional Brand Designer to Global Brand Designer.

A PIECE OF MEDIA THAT INSPIRED ME RECENTLY

Book: The Happiness Advantage by Shawn Achor — such an uplifting and inspiring book on living a fulfilling life through positive thinking.

FUN FACT ABOUT ME

My first name is a common Spanish last name.

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