Tools: Illustrator, Photoshop, pencil, and marker
I worked with the Design Director at Sequence to design Chipotle's identity, a symbol representing both the smoke-dried jalapeño the chain is named for and the brand's Food With Integrity commitment to ethical sourcing and sustainability.
I drew the pepper through several rounds of exploration, starting from more literal, smoky pepper studies and gradually simplifying into the clean, spiraling linework used in the final mark.
Water Cup
I created the original water cup design, which was shaped like a water droplet, with "H2O, Water, Agua" hand-lettered inside. It kept the same playful, personal voice as the rest of the rebrand, treating something as simple as a water cup as another small opportunity for the brand's warmth to come through.
I created the original water cup design, which was shaped like a water droplet, with "H2O, Water, Agua" hand-lettered inside. It kept the same playful, personal voice as the rest of the rebrand, treating something as simple as a water cup as another small opportunity for the brand's warmth to come through.
Food With Integrity Icons
The Food With Integrity icon set carried the same single-line, spiraling technique as the pepper, visually tying each ingredient back to the brand's broader commitment to ethical sourcing. The repeated linework style across all the icons helped reinforce that these weren't just illustrations of ingredients, but a visual shorthand for where Chipotle's food actually comes from.
The Food With Integrity icon set carried the same single-line, spiraling technique as the pepper, visually tying each ingredient back to the brand's broader commitment to ethical sourcing. The repeated linework style across all the icons helped reinforce that these weren't just illustrations of ingredients, but a visual shorthand for where Chipotle's food actually comes from.
Packaging Illustrations
The packaging doodles and print pieces were drawn in a loose, personal style, meant to feel like an everyday Chipotle lover rambling about how much they love it. Playful and human, the hand-lettering extended that same hand-drawn warmth from the logo and icons out across the full packaging experience.
The packaging doodles and print pieces were drawn in a loose, personal style, meant to feel like an everyday Chipotle lover rambling about how much they love it. Playful and human, the hand-lettering extended that same hand-drawn warmth from the logo and icons out across the full packaging experience.
