Chipotle
STRATEGY / IDENTITY / WEB / SIGNAGE / PACKAGING / PHOTOGRAPHY / iPHONE
Who they are
Chipotle Mexican Grill is the fastest growing restaurant business in the country. To their legions of fanatical customers (us included) they’re also the coolest, best tasting and most environmentally and socially responsible. What started as a single “burrito joint” fifteen years ago is now a $2 billion publicly traded company with almost 900 stores, opening a new store about every two or three days.
The Challenge
How do you build a flexible, exciting and engaging brand identity that consistently delivers across digital, print and in-store applications across hundreds of individual locations? More importantly, how do you simplify and scale a passionate brand without losing its cool factor?
The Solution
We’ve had a long history with Chipotle, starting with the design of the original Chipotle logo for their first store in 1993. As their business has evolved, we’ve evolved with them. We understand their business strategy, their customers and the unique character of Chipotle. We’ve designed a comprehensive new brand for Chipotle – everything from the new identity and web site, to restaurant signage, packaging and menu boards, to online ordering and a new iPhone app.
