Brutally Honest Burrito

The Ask
Develop a campaign that highlights the importance of social distancing and raises awareness during the COVID-19 pandemic

The Concept
A witty, lighthearted campaign that highlights the importance of social distancing and spreads awareness during the COVID-19 pandemic in an unconventional way.

Assets
Packaging, print, copy, and a temporary ‘mascot’ to deliver the message.

Bag Design

Chipotle is known for its handwritten elements, so we wanted to carry this aspect of the brand into the design of their new takeout bags. The bag features new illustrations and a slight change in voice that’s bolder than usual but intended to be funny with
the menu-related puns.

Top Half

The top of the bag has a message that stresses the need to practice social distancing.

Bottom Half

The bottom half of the bag highlights the many steps that Chipotle has taken to ensure the safety of its customers
and staff.

Roll And Gooooo

A “Roll and Go” section was included to show how customers can order food safely while limiting contact with others.

Case Study · Chipotle – Bag Design & Campaign

Overview

Chipotle’s voice is bold, human, and a little cheeky. This project extends that identity into packaging and campaign pieces that communicate safety and convenience without losing personality.

Challenge

Reassure guests about health practices during pickup and delivery while keeping the brand’s playful tone intact.

Solution

Turn the bag into a mini-billboard: witty headlines, handwritten-style illustrations, and a clear “Roll & Go” flow showing contact-limited ordering.

Bag Design

Concept

Keep Chipotle’s handwritten feel, add bolder humor, and use the bag face as an information hub.

Top Half: cheeky social-distancing message.
Bottom Half: customer + staff safety steps.
Roll & Go: simple ordering flow for minimal contact.

Tip: Use lightly textured kraft tones and off-black ink to echo real bag stock.

Bag — Front (drop your mockup image)

Bag — Side/Angle

“Roll & Go” Flow

Order in-app / online

Pick a time & pickup shelf

Grab & go — minimal contact

Campaign Posters

Humor-forward headlines with bold, ingredient-first visuals and hand-drawn accents.

Poster 01

Poster 02

Poster 03

Process

Sketch → layout exploration → typographic system → illustration → mockups. Iterated on tone to balance warmth, humor, and clarity.

Process collage / storyboard

Outcome

Packaging became an on-the-go brand touchpoint that informed, reassured, and entertained. The campaign system scales across in-store, OOH, and social without diluting Chipotle’s core voice.