This Spring, Chipotle locations around the country unveiled a new identity for the popular burrito chain. The brand has transitioned from it’s original retro-shaped black and white logo, to a ‘medallion’ logo mark which has now evolved into their current identity designed by San Francisco-based Sequence.

The new identity provides a more stylized pepper, brighter colors and a fun set of “food with integrity” medallions that provide a fun visual for Chipotle’s emphasis on fresh ingredients. Overall the new identity is a nice extension of the previous mark, but this leads us to ask ourselves, since the Chipotle brand is so strong- do we even care what the logo looks like?

Well yes, of course we care. But will we ever give up burritos, because of the mark on the manager’s business card? Unlikely. Quite often you hear consumers talk about how much they love Chipotle -sometimes even while dining at Baja Fresh or other competitors. At lunchtime, a Qdoba can sit half full while a Chipotle 8 blocks down the street has an overflowing parking lot and a line out the door. What’s driving this tremendous success?

You can break the brand’s performance down by looking at how the company’s product and experience combine to foster an authentic and unique emotional connection between brand and consumer.

PRODUCT EVOLUTION

1. Focus. It started with an intense focus on making one thing wonderful and serving it fresh, hundreds of ways.
2. Quality Ingredients. An obsessive commitment to great taste and flavor led to the selection of natural and organic ingredients.
3. Brand Promise. This in turn coalesced as a brand commitment to naturally raised food and a commitment to sustainability. The outcome is an authentic brand commitment, built over a number of years, to a relevant belief system shared by a growing segment of consumers.

SCRIPTING EXPERIENCE

1. Consistency. Each restaurant delivers a consistent feel yet no two are the same. Exposed steel and concrete floors offer an urban yet moderately upscale experience that defines consumer expectations for quality and freshness of the ingredients being served.
2. Made For You. It all happens right in front of your eyes and you get to contribute. This creates a connection between the brand and the consumer while reinforcing the cleanliness of the kitchen.
3. Brand Personality. The brand takes an off-beat approach to marketing and advertising that mixes humor with topical messages that connect back to the brand promise. This builds a sub-culture for the brand that defines the Chipotle consumer.

In the end, great brands are built on authentic belief systems and unique personalities. Chipotle delivers both and leaves competitors searching for their own identities. The results are passionate brand advocates, repeat visitors and increased sales for the brand.