Case Study 04

Chipotle: Global & Korean Localization

Chipotle needed a design partner who could move fast, think independently, and execute across a wide range of applications without constant oversight.

More importantly, they needed a team that truly understood the brand — not just visually, but as a business — and could operate as an integrated part of the organization.

This became critical as Chipotle transitioned into a structure without an internal creative team, where maintaining brand consistency and creative output was directly tied to business performance.

JD&Co. became a fully integrated creative partner to Chipotle, working across packaging, illustration, and brand applications on an ongoing basis. We were not just a retainer-based execution team. Chipotle trusted us as both a creative and business partner. Because we understand the brand as a business, every design decision was made to support growth — strengthening brand recognition, improving customer experience, and driving engagement in ways that translate into real business impact.

By working closely with the team, including regular in-office collaboration, we ensured that every output was not only on-brand, but aligned with broader brand initiatives and continuously evolving with the business.

We also contributed to the branding and launch materials for new concepts, including ShopHouse Kitchen and Pizzeria Locale.

Our work helped Chipotle expand its creative output while maintaining a strong and consistent brand presence across all touchpoints. More importantly, the work was not just consistent — it made the brand more engaging, more visible, and more memorable to both existing and potential customers. This translated into stronger brand recognition and contributed to continued business growth.

Our packaging designs — including take-out bags, cups, and tray liners — are experienced by hundreds of thousands of customers every day, turning everyday interactions into meaningful brand moments.

We also developed and launched the Cultivating Thought series — short essays printed on packaging — which created a deeper cultural connection with the audience and elevated the brand beyond functional communication. The impact of this work extended beyond marketing.

The Yale Collection of American Literature acquired the complete Cultivating Thought series as part of its archive.

Chipotle Mexican Grill is expanding into Asia, with its first locations opening in South Korea and Singapore in 2026. In 2024, JD&Co. Creative was commissioned to design the Korean version of its logo. Drawing on our long partnership with Chipotle and our understanding of Korean culture and typography, we created a localized identity that reflects the structure of the Korean writing system while maintaining Chipotle’s global character.