Packaging | Illustration | Hand Lettering
Chipotle strives to deliver innovative marketing programs that nod to the brand philosophy of "Cultivating a Better World". Packaging is one of our most powerful tool to engage with customers and tell the Chipotle's story about who we are and why we're different in entertaining, approachable, non-preachy way.
Over the years, it became our "tradition" to do something outright weird to remind ourselves to not take things so seriously, and to have a little fun with our audience. For this round of packaging campaign, we shared the story of how we sustainably raise our pigs––in pig latin!
And people loved it (maybe a little confused too).
Worked as a co-lead designer/illustrator while at Chipotle under creative direction of Anna Tou, in collaboration with Dakyung Lee & Rachel Herzig (design and illustration), Nick Ceglia & Dhruv Nanda (copywriting), and Jonathan Taub (production).