Chipotle Mexican Grill

Case Study 01
Chipotle Mexican Grill

Participants
  • Creative Direction Dakyung Lee, Jong Woo Si, & Chipotle Creative Team
  • Lead Design Michelle Deng
  • Illustration Dakyung Lee, Michelle Deng, & Chipotle Creative Team
  • Copy Chipotle Creative Team

Project Overview

Jd&co. has partnered with Chipotle for the last six years, defining and maintaining the visual vocabulary of the iconic, fast-casual brand through whimsical storytelling across all touchpoints.


Services

Share This

Chipotle Mexican Grill
Chipotle Mexican Grill
Cultivating Thought Campaign Packaging

The Challenge

Chipotle is, well, Chipotle. They needed a nimble design team with an intimate understanding of the brand who could execute quickly with little to no oversight on a wide range of projects. Moreover, they needed an agency partner that could be fully integrated with the organization.

There was an urgent need to maintain the brand’s integrity and creative output at this time, as the company transitioned to a structure with no internal creative team.

Chipotle Mexican Grill
Cultivating Thought Campaign Packaging - Cups
  • Jd&co. has been an absolutely indispensable partner for the internal creative team at Chipotle. They're incredibly talented, producing beautiful work that was continually being used on a national scale, impacting millions of customers on a daily basis.
Chipotle Mexican Grill
Food With Integrity Packaging - Tray Liner
Chipotle Mexican Grill
Farmer's Currency Cards

The Solution

Jd&co. Design has been a fully integrated partner to the Chipotle in-house creative team for the last six years, concepting and executing countless creatives across packaging, illustrations, and collaterals. (Fun fact: Dakyung was a part of the in-house team before she co-founded Jd&co. Design—so she not only understood the brand, she was also instrumental in building it!)

With an in-office presence at least two days a week, we were able to execute creatives that are not merely on-brand but also in lockstep with the trends and learnings for other Chipotle projects, creating a more unified brand experience.

We were also involved in branding and producing marketing materials for Chipotle’s new business concepts, ShopHouse Kitchen and Pizzeria Locale.

Chipotle Mexican Grill
Food with Integrity Packaging - take-out bags
Chipotle Mexican Grill
Food with Integrity Packaging - cups
Chipotle Mexican Grill
Chipotle Gift Cards

The Results

Our partnership with Chipotle has allowed the restaurant company to extend its creative capabilities nimbly, without having to increase headcount or rely on their AOR.

Our packaging work, which includes take-out bags, cups, and tray liners, is used by hundreds of thousands of Chipotle customers on a daily basis.

We concepted, developed, and rolled out the Cultivating Thought series, Two-minute essays printed on various Chipotle packaging. This campaign has earned the company something more valuable and lasting than media impressions (of which there were plenty): genuine cultural engagement and thought-provoking levels of brand awareness.

(Fun fact: The Yale Collection of American Literature has acquired a complete set of the Cultivating Thought series!)

Chipotle Mexican Grill
Real Ingredients Packaging - take-out bags
Chipotle Mexican Grill
Real Ingredients Packaging - cups
Chipotle Mexican Grill
Chipotle University Presentation
Chipotle Back to School e-gift card

Our Role

  • Art Direction
  • Collateral
  • Digital
  • Editorial
  • Illustration
  • Promotional
  • Web


More Case Studies


Email