chipotle packaging  //  cultivating thought

After the Passionate Ramblings, we launched "Cultivating Thought" in an effort to show that Chipotle is a brand who truly does things differently in all aspects of our business. Since the packaging ultimately ends up being trash (but hopefully recycled or composted), we challenged ourselves to do some good first by highlighting a thought-provoking topic of the author's choosing.  Each bag and each cup 

featured short stories from well-known thought-leaders, authors & comedians such as Toni Morrison, Jonathan Safron Foer, Judd Apatow, Aziz Ansari and Sarah Silverman.

Over 2 years, we featured 36 authors and sourced 36 uniquely talented illustrators to bring each story to life. We also developed the user experience and design for the Cultivating Thought responsive website so our customers could read all the stories in one place.  

chipotle packaging  //  cultivating thought

After the Passionate Ramblings, we launched "Cultivating Thought" in an effort to show that Chipotle is a brand who truly does things differently in all aspects of our business. Since the packaging ultimately ends up being trash (but hopefully recycled or composted), we challenged ourselves to do some good first by highlighting a thought-provoking topic of the author's choosing.  Each bag and each cup 

featured short stories from well-known thought-leaders, authors & comedians such as Toni Morrison, Jonathan Safron Foer, and Judd Apatow, Aziz Ansari and Sarah Silverman.

Over 2 years, we featured 36 authors and sourced 36 uniquely talented illustrators to bring each story to life. We also developed the user experience and design for the Cultivating Thought responsive website so our customers could read all the stories in one place.  

chipotle packaging  //  big headlines, little wins

After two years telling other people’s stories on our packaging, we decided to tell our own again, highlighting some of our best sourcing stories.

We set out to achieve the same humor and hand drawn quality that we've becoming known for, with a slight refresh. The large quotes on the front of our Cultivating Thought packaging drew a lot of attention, so we used that insight to develop the concept Big Headlines, Little Wins. A large, illustrative quote on one side was meant to peak the customer's interest to read the full story on the other side, where we highlighted the sometimes small, yet all important, details and decisions that go into sourcing our food, like soil health or sourcing beans in transition from conventional to organic.

chipotle packaging  //  big headlines, little wins

After two years telling other people’s stories on our packaging, we decided to tell our own again, highlighting some of our best sourcing stories.

We set out to achieve the same humor and hand drawn quality that we've becoming known for, with a slight refresh. The large quotes on the front of our Cultivating Thought packaging drew a lot of attention, so we used that insight to develop the concept Big Headlines, Little Wins. A large, illustrative quote on one side was meant to peak the customer's interest to read the full story on the other side, where we highlighted the sometimes small, yet all important, details and decisions that go into sourcing our food, like soil health or sourcing beans in transition from conventional to organic.

Through the years it became a tradition to hide a little something

or to do something outright weird to remind ourselves to not take things so seriously and to have a little fun with our audience. In this series, a story about responsibly raised pigs written in Pig Latin fit the bill.

Through the years it became a tradition to hide a little something

or to do something outright weird to remind ourselves to not take things so seriously and to have a little fun with our audience. In this series, a story about responsibly raised pigs written in Pig Latin fit the bill.