Illegal Pete's

Illegal Pete's

Illegal Pete's is an iconic Colorado burrito joint. The original brand was designed in 1995 and was continuously added to over the years until it dissolved into chaos. That chaos is not off-brand for Pete's at all—imperfect, DIY, punk-rock. But since 1995, Illegal Pete's clientele has grown up, so the brand needed a refresh to match. The brand is still very imperfect, very DIY, and very punk-rock. It pays homage to many of the original, iconic assets. It establishes rules that help maintain a facade of no rules. But it also is a bit more refined, family-friendly and scalable across all 13 (and counting) locations. 

DRIVE is an award-winning, LEED certified, four-story office building on the TAXI campus. The building targets creative businesses by offering enhanced productivity and community through innovative design. I developed the wayfinding and signage system including all aesthetic and egress signage, as well as the brand colors used throughout the project. The typeface was designed by hand, inspired by vertical structure and the building's materiality. It is simple and dynamic, with a matching number system, and is used throughout the project as unit numbers, wayfinding systems and egress signage.

PROJECT TYPE

PROJECT TYPE

Brand Identity
Custom Type
Collateral Design

ROLE

Graphic Designer
Art Director

CREDITS

CREDITS

Client — Illegal Pete's
Agency — Wunder Werkz
Illustrations — Everyone at Wunder Werkz

YEAR

2020

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The new wordmark keeps the punk-rock attitude of the original. The letterforms are imperfect, crooked, and look handmade. The switch to all-caps gives the mark more of a heavy, block structure.

The messy but iconic flag became a bit more refined and in-line with the brand's new extensive illustration system. However, it was important that the flag still be as identifiable as the original.

The stars retained the same pattern and skew, just became more friendly by rounding out the sharp edges and softening the forms.

Pete's offers a wide variety of programming, so it was important that the color palette remain diverse. After an extensive color study, the new palette was built with both warm and cool tones that pair together in a variety of prescribed ways to ensure a large range of use cases.

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Dirty Pete is a custom typeface designed to mimic classic punk rock posters and egregious print errors. The two weights are encouraged to be mixed together, overprinted and tracked in and out half-hazardly. The face is primarily used as display type with a handful of prescribed lockups for each location, program and a handful of food and drink offerings.

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