[At BAKER, we’re passionate about branding – not just the brands we have the privilege of working on – but all sorts of brands that we engage with on a daily basis. In ‘Brands We Love’ one of our infatuated brand stewards takes a deeper look at one of the brands they are passionate about; examining what the brand means to them and why.]
DEAR CHIPOTLE, I LOVE YOU.
I love Chipotle. Actually, to say I love Chipotle is an understatement. What is it about this brand that causes not just love, but obsession? If my coworkers even mention the name before lunch it instantly makes me rethink my perfectly good leftovers waiting for me in the fridge. The food is customizable, made with integrity, and overall just plain addictive. It isn’t just the food that keeps me coming back though. I love the entire experience of Chipotle; standing in line starving, the pleasant banter with the staff who make my delicious food the way I want, and even the huge belly I have when I’m done. To add to that I love the brand itself. It speaks to me. Literally. Their cheeky tone makes me smile every time I encounter a new piece of their campaign or hear a new radio ad.
Their 2009 rebrand has flexible pieces, much like our new BAKER identity. They use their icons, when they need to be formal and corporate. But when the time is right, they embrace this handwritten, story-telling personality that gives it a very informal, inviting feel. Not right for a lot of brands, but fits in this instance. This combination is just another reason why I love Chipotle.
Lastly, I love Chipotle because of their vision: Food with Integrity. Their “commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers.” Who wouldn’t love that? Great food that betters the world? Yes please.
Welp, after all this Chipotle talk, I know what I’m doing for lunch today.
XOXO,
Jen
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