© Carsten Eichner Photography
Mr. Chipotle
Logo and packaging design for a Hamburg-based chili paste brand positioning itself as the versatile kitchen essential — Der Alleskönner — for grilling, dipping, spreading, and seasoning.
The packaging system needed to communicate Mexican heritage, artisan quality, and shelf-distinctiveness without resorting to visual clichés.
Role
Art Direction, Graphic Design, Typography
Mr. Chipotle flavor variants: Honey, Original and Tomato
The defining idea of the design is a custom display typeface that runs as a continuous border around the base of each label. Densely packed zigzag letterforms read at first glance as a traditional Mesoamerican weaving pattern and on closer inspection spell out the brand name.
Stala — Custom Typeface
Jar label for Mr. Chipotle Original flavor
Mr. Chipotle Original
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