THE ASK:
Come up with packaging for Chipotle's
25th anniversary using a timeline
of how Chipotle changed the fast food industry,
and the tag from the Real Ingredients campaign:
As Real As It Gets.
THE SOLUTION:
This.
*
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 ingredients, 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.
NOW IN
EVERY CHIPOTLE
'TIL 2019.
Role: Project Co-Lead, Copywriter
Project Co-Lead, Designer + Illustrator: Dakyung Lee
With: Christa Seta, Stacy Livingston, Jonathan Taub, Christine Brown, Heejin Suh & Allisyn Roscioli
Creative Directors: Mark Crumpacker, Anna Tou
Editor: William Espey
