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.

  • Consistent handwritten look with bolder wit
  • Clear safety & pickup messaging
  • Flexible poster grid for multiple headlines