25 YEARS OF CHIPOTLE: A RETROSPECTIVE
The main ask was to use a timeline,
which was really annoying because
it sounded very, very boring.
So we made it not boring.
TAG: AS REAL AS IT GETS
*
THE BIG BAG
The hub for the entire suite,
it's kinda like the table of contents.
With talking cows. Naturally.
*
THE BIG BAG
The hub for the entire suite,
it's kinda like the table of contents.
With talking cows. Naturally.
*
Here it is IRL:
If The Big Bag is the table of contents, then
the cups and small bags are chapters.
the cups and small bags are chapters.
*
Each one talks about one significant moment
in Chipotle history centered around things like
responsibly raised meats, sustainable farming
methods, and the company's forever-long search for
making food with only real ingredients, while juxtaposing
it with significant moments in pop culture that year.
Juxtaposing. That's a big word.
*
*
If you collected all the pieces,
you'd be able to get one
continuous serial narrative
of Chipotle. Which is just
like reading a book, except this
one comes with burritos so...
take that, literacy.
*
Here's the napkin.
And the water cup...
...which I like a lot because it's silly.
And true.
HERE I AM HOLDING ONE.
Role: Project Co-Lead, Copywriter
Project Co-Lead, Designer + Illustrator: Dakyung Lee of JD&Co
With: Christa Seta, Stacy Livingston, Jonathan Taub,
Christine Brown, Heejin Suh, Allisyn Roscioli & Carly Atto
Creative Directors: Mark Crumpacker, Anna Tou
Editor: William Espey
