Brand Tone

Playful & Humorous, Youthful & Trendy, Confident & Bold, Approachable & Conversational, Enthusiastic & Passionate

Brand Values

• •Authenticity/Realness
• •Community & Connection
• •Quality
• •Individuality & Self-Expression
• •Sustainability (emerging)

Best Practices

• •Know Your Audience (The Superfan): Write as if you're talking to a fellow Chipotle enthusiast. Use language, humor, and references they'll appreciate and understand.
• •Embrace Playfulness (But Be Smart): Incorporate wit, puns (especially food-related), and lightheartedness. However, ensure humor aligns with the brand and doesn't overshadow the product's appeal or become cringey.
• •Stay Current & Conversational: Use contemporary language and a conversational style. Avoid overly formal or corporate jargon. Engage with trends where appropriate, but ensure it feels authentic to Chipotle.
• •Highlight the "Why": Connect the merchandise back to the love of the Chipotle brand experience – the food, the community, the vibe. It's not just a t-shirt; it's a Chipotle t-shirt.
• •Be Confidently Chipotle: Let the brand's unique personality shine through. Don't be afraid to be a little bold or unconventional, just like Chipotle itself. Keep a "style guide" or examples of on-brand copy to ensure consistency across all writers or platforms.

Social Perception

Cult Following/Brand Love, Trendy & Desirable, Fun & Relatable, Extension of Lifestyle, Conversation Starter

Copy Examples

• •Warning: May cause spontaneous burrito cravings. Our new [Shirt Name] tee is so comfy, you'll want to live in it. (We won't judge if you do.) Grab yours before your roommate does.
• •Fresh drip alert! 🥑 This limited-edition [Hat Name] cap is here to guac your world. Once it's gone, it's gone. You know the drill.
• •Your new everything bag. For farmers market hauls, extra guac runs, or just looking ridiculously cool. The [Bag Name] tote gets it.
• •Spicing up your wardrobe, one 'fit at a time. 🔥 Our new collection just dropped, and it’s everything you avo wanted. Link in bio to snag these fresh looks.
• •Extra good deals? Yes, please. Your Chipotle Goods faves are on sale (but not for long!).