Fresh 🍃
December 29th, 2022

Structured meets DIY in Illegal Pete's brand refresh

Illegal Pete's old logo
before
Illegal Pete's new logo
after

The Colorado-based restaurant brand has changed up its look.

"When we got down to business, it was all about returning the imperfection of the human hand to the visual identity and giving it a structured, yet DIY feel." according to the agency behind the rebrand, Wunder Werkz. "The primary logo mark was inspired by 1970’s and 80’s punk posters and was accompanied by a fully-custom, variable-weight font, which we aptly named Dirty Pete which takes on the characteristics of xeroxed and screen printed letter distortions in its letter variants."

Illegal Pete's icon

Illegal Pete's

Illegal Pete's logo
Illegal Pete's logo

Illegal Pete's is a fast casual restaurant chain that was founded in 1995 by Pete Turner in Denver, Colorado. The restaurant serves a variety of Mexican-inspired dishes, including burritos, tacos, nachos, and quesadillas, as well as a selection of beers and margaritas. It prides itself on using fresh, high-quality ingredients and sources many of its products from local suppliers. The restaurant also has a strong commitment to sustainability, with initiatives such as composting food waste and using biodegradable packaging.

In addition to its focus on quality and sustainability, Illegal Pete's is also known for its commitment to social responsibility. The company has a philanthropic arm called the Illegal Pete's Foundation, which supports a variety of organizations and causes, including music and arts education, environmental conservation, and mental health initiatives.

Illegal Pete's has a casual, laid-back atmosphere and often features live music and other events at its locations. It now operates out of multiple branches throughout Colorado and has recently expanded to other states, including Arizona and Utah.

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