Wrap it up: Customer-generated Branding & Packaging is hot off the grill

San Francisco – One of the fastest-growing restaurant chains in the US has turned to its customers to help create its new packaging identity. Recognised for helping to change the face of the fast food industry with its high-quality, sustainably raised food, Chipotle Mexican Grill has nurtured a passionate base of customers who were happy to provide personal messages for use on the chain’s paper bags and cups. These messages have been turned into quirky handwritten and illustrated packaging by San Francisco-based design agency Sequence.

By simply letting its customers do the tough talking, and getting some thoughtful comments in the process, Chipotle Mexican Grill serves up an effective DIY packaging aesthetic.