Image provided by Taco Bell.
Editor's Note: Since publication, the three Erika Prime-designed denim jackets sold out in under 4 minutes!
Today, Taco Bell’s online merch store launches its fall collection. On the Taco Shop, customers can buy brand swag like gift cards, glass tumblers and stationery, but they’ll also discover a few limited edition denim jackets hand-painted by one of its employees.
The associate marketing analyst by day and artist by night is Erika Prime. She started with the company as an intern, and four years later, she’s worked her way up to design taco cartoons for the brand’s Instagram channel as well as appear in the YouTube series “The Taco Bell Show.” She even painted custom skateboards and another denim jacket for the chain’s social media influencers, but this is the first time the general public can own items with Erika Prime's embellishments. And only three jackets are available, making them highly covetable.
We spoke with Prime about her artistic side hustle and how she masterfully blends work and play.
How did you come to design the artwork on these denim jackets?
A friend of mine went to this art installation in L.A. called “The Happy Place,” where they were selling jean jackets with unicorns on the back. My friend’s sister really wanted one, but they were too expensive, so she asked me to make it for her. I painted her a unicorn jacket, and it sparked another idea, to create denim jackets for the annual Taco Bell Art Show that June. Proceeds from it benefit the Taco Bell Foundation.
Unfortunately, my mother suffered a stroke the week before, so I had to put my work on hold. Thankfully, Mom pulled through, and I was able to pick up where I left off, bringing one jacket with me to work to show my colleagues. The team loved it and wanted me to create more to photograph for our Instagram account. We were about to post it until someone ran my designs by Jennifer Arnold, who leads our retail team, and she said, “I love them, and our fans will, too!” It’s crazy how my art was supposed to be a one-off Instagram post and is now being sold online in the Taco Shop.
Do you consider yourself an associate marketing analyst, artist or both?
Art is something I’ve always loved to do. I grew up as an only child; when my friends couldn’t play outside, art kept me company. And when I ice skated as a teen, I helped my mom design my costumes.
But I never pursued an arts degree in college. I graduated high school after the recession, so I was just scared to pursue my dream. I saw so many people lose their jobs, including my dad, so I ended up earning a communications degree.
But life’s funny because four years at Taco Bell, and now, I can truly say, “I am an artist for a living.” Over time, I’ve mastered the taco logo and other cartoon-like drawings you’ll see on Instagram. I was given a spot as a creative director for our Instagram account along with bringing my creativity to our “Taco Bell Show” on Taco Bell’s YouTube channel (as the host). I have designed stationery cards, painted a taco skateboard, and now these denim jackets with my artwork will be sold in the Taco Shop.
So, I consider myself both. Taco Bell has really pushed my creativity and has turned me into a better artist than I ever thought I could be.
Who or what motivates you to create such distinctive pieces of work?
Growing up, I always made little doodles and sketches. I loved cartoons and grew up copying Scooby Doo.
And my mom is really artistic. She can draw someone just looking at them once, where I am more of a cartoonist. She was a big inspiration for me and so was Pablo Picasso.
He’s my favorite artist. I love that he took a little bit of inspiration from everyone. But let’s be honest; that guy stole the show. That’s what inspired me to take a little bit of cartoons and the abstractness of Picasso to form my own unique style.
What’s your design philosophy?
I feel true art should be two things: affordable and for everyone. I like my wearable art pieces to be unique, yet where anybody can wear them — male or female. I want to create art that’s less expensive and brings out vibrant colors and bold outlines. I always say when it comes to my brand art, I’m just spreading the gospel of Taco Bell!
What’s next for your Taco Bell art career?
My hope for next year is to design more jackets, so I can donate them to charity at the Taco Bell Art Show since I didn’t get to this year. But I also think this opens up opportunities to partner with a Live Más Scholarship recipient and make a jacket together to inspire other artists out there. Either way, I want my work to be interwoven with the Taco Bell Foundation. I have a lot of heart for helping others.
