Chipote Mexican Grill uses four social media channels: Twitter, Facebook, Instagram and Youtube.  

  1. What are the brand design strengths?

All of their channels are very cohesive- they use the same logo and the same header on all of them.  They have a very simple logo, which includes the well-known pepper.  Their Twitter is very simple but also tweets funny tweets about burritos and such to help appeal to all of their audiences.  

2. What are the brand design weaknesses?

So many people like Chipotle, which makes it hard sometimes to reach all of their audiences, since they are so diverse.  Something that could be a weakness is that some of their posts don’t include the Chipotle brand (like in the pictures and such) but I think they’re okay since it’s Chipotle and they have so many people who love Chipotle.

3. What is the brand trying to accomplish with its design?

Chipotle is trying to keep it simple, yet effective, with their design.  For example, their Instagram is very clean, full of high quality photos of burritos and burrito bowls.

4.How has the design used: Composition, Fundamentals, Contrast, Lines, Layout, Golden Section, Rule of Thirds, Not Half, Swiss Grid or Custom Grids?

I figured I’d take the header photo from their Twitter/Facebook/Youtube and put the grid on it, it’s not a perfect grid but it was interesting to see that they have the burrito in the very middle of the picture, which is almost always looked at as a bad photo.  Here, however, I feel that having the burrito in the middle is effective because all three of these sites put the logo/profile picture on the left side of the picture, which if the burrito was off centered it would be less effective, especially if it was on the left side of the photo.

  1. What metrics (likes, shares, re-tweets, etc.) will be used to determine if the brand is successful?

Since Chipotle uses all of these different social media channels, they’ll use shares, likes, retweets, replies and views to measure their success.  Something that I really like on Twitter is that you can see the impressions of each tweet, so I feel that looking at the impressions of each tweet can help them also measure their success.



I love Mickey Bars, nachos, Jimmy Fallon and Walt Disney World.

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