July 15, 2010

Chipotle gets it right

They don't care what the agency says to do and they want you to know that. The agency wants to put stuff on the side of the food bags that says the burrito you're eating is good. Chipotle says "Who cares, the consumer is smart enough to already know that."

They go even further and put it in Lorem Ipsum, which for non-designers is basically filler copy. It's called greeking and seeing it on actually produced design items makes designers geek out. Did they do that on purpose?! WHAT?! They must have!

I've seen greeked type in produced items twice now. Once in the Harrisonburg Daily News Record (they forgot to write a headline about missing farm animals) and here on the Chipotle bag. Well played, Chipotle, well played.

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