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​25 YEARS OF CHIPOTLE: A RETROSPECTIVE​​



TAG: AS REAL AS IT GETS








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THE BIG BAG

 The hub for the entire suite,
it's kinda like ​the table of contents.
​With talking cows. Naturally.

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​Here it is IRL:
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If The Big Bag is the table of contents, then
the cups and small bags are chapters.











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 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. 


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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.

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Here's the napkin.
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And the water cup...


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​...which I like a lot because it's silly.
And true.




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HERE I AM HOLDING ONE.



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​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
Brand Voice Lead: William Espey






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