The site is the culmination of almost a full year of designing, copywriting, illustrating, filming, prototyping and coding.
We had two primary design objectives. The first was to provide easy access to the core content and functionality of the site (menu and company information, store locations, online ordering, etc). Our second objective was to help Chipotle bring to life the story of “Food with Integrity”—their philosophy of using naturally-raised and sustainable ingredients to make better tasting, healthier and more responsible food. It’s a big part of their culture and comes down straight from their passionate foodie CEO, Steve Ells. The trick was finding a way of telling this story that wasn’t preachy, boring or too political. And doing it in a way that felt true to the quirky and irreverent Chipotle brand personality.
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.
One of our other big ideas for the site was to create a not-so-secret secret world – a sort of parallel chipotle.com experience filled with easter eggs, fun factoids, and little gizmos, games and movies. Lurking just beneath the surface of the real site (which is why we call it going “under the foil”), you can poke around and find all sorts of fun stuff (check out one of our favorites, the Porkquest video, by using the red string to head “Below the foil” on the home page, then scrolling to the bottom).
And if all that exploring and pointing and clicking has got you hankering for some tasty, naturally-rasied carnitas, by all means, order yourself some lunch!