Chipotle: Passionate ramblings fit for a train

I have the good fortune to not only work in an exciting, evolving industry, but also to work with amazingly talented and creative people. Every day is an inspiration, and some recent work we did for Chipotle illustrates my point.

We love working with Chipotle, and have had a lot of fun putting together everything from their successful iPhone application to the latest outdoor signage. Imagine our surprise when we learned that the visual “passionate ramblings” style we created for the award-winning packaging needed to be adapted for something much bigger. And faster.

The quirky, narrative approach to talking about Chipotle was ready to move from the store onto the tracks. Train tracks, to be precise. A train was our canvas, and the result was the Chipotle “train wrap” shown below.

It all started with some passionate packaging

It all started with some passionate packaging

Packaging on a larger scale: Ramblings train wrap

Packaging on a larger scale: Ramblings train wrap

Two curious onlookers check out the new wrap

Two curious onlookers check out the new wrap

Our fabulous designer Anna Tou worked tirelessly to create something memorable, hand-illustrating every inch of the 9-foot-wide banner used for the wrap. It’s an amazing piece of work, and it was fascinating to watch it unfold over the course of several days. She shows an amazing attention to detail, and has created something truly memorable and unique. We’re happy to see all that hard effort has finally made it onto the tracks!! If you get a chance, take a good read through those ramblings and think of Anna.

Anna hard at work on her masterpiece

Anna hard at work on her masterpiece

The devil is in the details

The devil is in the details

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2 Comments

  1. Cousin Miles and Hannah

    May 16, 2010 at 2:32 pm

    Anna Tou ROCKS!

    Go Cousin 🙂 Awesome WORK!!!

    Reply

  2. […] Getting into the mindset of a fanatical Chipotle burrito fan turned out to be pretty easy (honestly, have you tried that barbacoa?), and that was the inspiration for creating the hand-lettered illustrative style we call “passionate ramblings” that is used throughout the site. We wrote and illustrated (and re-wrote and re-illustrated) all of these, and Chipotle liked them so much that they have started using them all over the place. […]

    Reply

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