Chipotle Goods
Chipotle Goods
Chipotle Goods
Creative Director :
Creative Director :
Creative Director :
Brand Identity
Brand Identity
Brand Identity
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Strategy
Strategy
Strategy
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Product Design & Production
Product Design & Production
Product Design & Production
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Partnership Strategy
Partnership Strategy
Partnership Strategy
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Webdesign
Webdesign
Webdesign
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2020
2020
2020
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Chipotle Goods, a merch program rooted in sustainability, quality, and everyday wearability.
Chipotle Goods, a merch program rooted in sustainability, quality, and everyday wearability.
Chipotle Goods, a merch program rooted in sustainability, quality, and everyday wearability.
I led the creation of Chipotle Goods, a merch program designed to bring the brand’s commitment to quality ingredients and responsible sourcing into apparel. The goal was simple but ambitious: create clothing people actually want to wear, built with the same integrity as the food.
I led the creation of Chipotle Goods, a merch program designed to bring the brand’s commitment to quality ingredients and responsible sourcing into apparel. The goal was simple but ambitious: create clothing people actually want to wear, built with the same integrity as the food.
I led the creation of Chipotle Goods, a merch program designed to bring the brand’s commitment to quality ingredients and responsible sourcing into apparel. The goal was simple but ambitious: create clothing people actually want to wear, built with the same integrity as the food.
Materials Matter
What you put in is what you get out. Real ingredients make food taste better and real materials make clothes feel better.
Mind the Details
We carry a chef’s mindset into everything we do — thoughtfully considering every fit, color, button and stitch.
Reduce Impact
100% of profits go to support organizations that are making apparel and farming more sustainable
I translated the brand into a wearable language that feels subtle but unmistakable. The system uses light-touch branding, ingredient-led graphics, and thoughtful production details like environmentally responsible foil printing. The collection prioritizes organic, recycled, and upcycled materials, including a line dyed with avocado pits sourced directly from Chipotle restaurants. I also designed a made-to-order customization experience that allows customers to turn their personal orders into one-of-a-kind pieces, minimizing waste while deepening connection to the brand. To support long-term growth, I developed the partnership vision that enabled collaborations with Urban Outfitters, Béis, and Nike. The program saw immediate traction, with strong press coverage and over $600k in first-year sales.
I translated the brand into a wearable language that feels subtle but unmistakable. The system uses light-touch branding, ingredient-led graphics, and thoughtful production details like environmentally responsible foil printing. The collection prioritizes organic, recycled, and upcycled materials, including a line dyed with avocado pits sourced directly from Chipotle restaurants. I also designed a made-to-order customization experience that allows customers to turn their personal orders into one-of-a-kind pieces, minimizing waste while deepening connection to the brand. To support long-term growth, I developed the partnership vision that enabled collaborations with Urban Outfitters, Béis, and Nike. The program saw immediate traction, with strong press coverage and over $600k in first-year sales.
Image Credits Partnership images by Beis, Urban Outfitters, Nike and Wonderskin
Image Credits Partnership images by Beis, Urban Outfitters,
Nike and Wonderskin
2B+
2B+
Impressions in the first year
Impressions in the first year
$600k+
$600k+
In revenue in the first year
In revenue in the first year
6+
6+
Brand collaborations
Brand collaborations
Creative Director: Elida Holte
Project Team: Alexis Jones, Reuven Perlman, Jon Reine, Natalie Heisterkamp
Creative Director: Elida Holte
Project Team: Alexis Jones, Reuven Perlman, Jon Reine, Natalie Heisterkamp
Project Team:
Jason Zabel, Alyssa Feurer, Anna Evenson, Sam Stanfield, Liv Stark
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Textile Exchange
Textile Exchange
