CHIPOTLE
Brutally Honest Burrito
Mission
COVID-19 messaging had become predictable and easy to ignore. Chipotle needed a way to reinforce social distancing without sounding like everyone else.
Problem
Customers were tired of sterile, corporate safety messages. The brand needed a message that cut through the noise, stayed on-brand, and still educated consumers.
Strategy
Use bold humor, illustrated storytelling, and Chipotle’s familiar handwritten aesthetic to create a campaign that feels like it came from the brand’s culture — not a corporate PR team.
Why It Works
Illustrations soften a serious topic
Humor increases message recall
Hand-drawn typography mirrors Chipotle’s packaging language
A “brutally honest” tone refreshes a saturated public health message.
In a world where no one wants to hear another “we’re all in this together,” Chipotle leans into a bold, brutally honest voice to promote safe social distancing, using humor, personality, and its iconic burrito culture.
Bag Design
Hand-drawn icons and characters are inspired by Chipotle’s doodle-style packaging—but amplified with new, quirky personalities.
Top Half
Messaging encouraging social distancing with playful illustrations.
Bottom Half
Educational steps showing how Chipotle keeps customers safe.
Roll And Gooooo - Call Out
A “Roll and Go” section was included to show how customers can order food safely while limiting contact with others.
