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Chipotle Packaging

Packaging  |  Illustration  |  Hand Lettering  

Chipotle strives to deliver innovative marketing programs that nod to the brand philosophy of "Cultivating a Better World". Packaging has been one of our most powerful tool to engage with customers and tell the Chipotle's story about who we are and why we're different in entertaining, approachable, non-preachy way.

From 2014-2016, we ran a packaging campaign called "Cultivating Thought" in an effort to show that Chipotle is a brand who truly does things differently in all aspects of our business. Rather than filling the packaging with marketing slogans to promote Chipotle, each bag and each cup featured short stories from well-known thought leaders, authors and comedians such as Toni Morrison, Jonathan Safron Foer, Judd Apatow, Aziz Ansari, and Sarah Silverman—with illustrations by many uniquely talented illustrators. I participated as an illustrator for one of the cups.  

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 After reading the story, I brainstormed and sketched out a few different directions. I wanted to be sure to translate the sad, yet nostalgic story into the illustration. After reviewing the sketches, this direction was chosen because we liked the whimsicality of the concept.

After reading the story, I brainstormed and sketched out a few different directions. I wanted to be sure to translate the sad, yet nostalgic story into the illustration. After reviewing the sketches, this direction was chosen because we liked the whimsicality of the concept.

 After featuring 36 different stories on our cups and bags, we were ready to tell our own again. As we always strive to do, we wanted to make this marketing story little bit more fun to read and look at. Our team came up with the idea of telling the stories of how we source our best ingredients, leading  with fun, beautifully hand-drawn headlines that are #Instagrammable.

After featuring 36 different stories on our cups and bags, we were ready to tell our own again. As we always strive to do, we wanted to make this marketing story little bit more fun to read and look at. Our team came up with the idea of telling the stories of how we source our best ingredients, leading  with fun, beautifully hand-drawn headlines that are #Instagrammable.

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 Over the years, it became our "tradition" to do something outright weird to remind ourselves to not take things so seriously, and to have a little fun with our audience. We had a "lorem ipsum" bag back in the day (designer joke!). For this round, we shared the story of how we sustainably raise our pigs––in pig latin!

Over the years, it became our "tradition" to do something outright weird to remind ourselves to not take things so seriously, and to have a little fun with our audience. We had a "lorem ipsum" bag back in the day (designer joke!). For this round, we shared the story of how we sustainably raise our pigs––in pig latin!

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