Chipotle.com

A brand ecosystem
brought to life.

Sometimes, the most beautiful elements of a design project are easy to spot. Other times, the parts that truly shine are those at play behind the scenes. And every once in awhile, design and development come together so smoothly that it’s hard to pick a favorite part. Chipotle’s responsive website was one of those projects. Together with the brand’s internal design team, we had the rare opportunity to imagine and build Chipotle’s site and customized publishing platform from soup to nuts—or burrito to chips.

Chipotle Web Sites

Setting our sites on holistic design.

In conjunction with creating a highly flexible publishing platform, we were determined to design a fully responsive site that was adaptable enough to accommodate the dynamic content while reinforcing Chipotle’s dedication to food with integrity. We kept the brand promise top of mind and used a thoughtful, modern aesthetic to ensure the customer felt the same connection to the brand’s online presence as they did to its brick and mortar locations.

Built for seamless flow.

Having a beautiful website with serious appetite appeal does not a successful brand make. Being one of today’s most popular fast casual brands means having to be agile and beautifully crafted, while also accommodating for an array of internal management needs and organizational realities. For us, this meant creating a scalable backend equipped with the right content and user flow to manage approvals, track content libraries, and integrate holistic web publishing functionality across their global brand ecosystem.

Partnering locally, thinking globally.

In taking on this project, we were able to exercise our design, content, and strategic thinking chops on both the abstract and executional levels. We were also extremely fortunate to find such a collaborative, receptive creative partner in Chipotle. Extending this holistic body of work across Chipotle’s family of brands in the US and Europe—Chipotle, Tasty Made, Pizzeria Locale, and ShopHouse Kitchen—spoke volumes about both the quality of the work and the trust and partnership we’d established in working together.