Illegal Pete's

Illegal Pete's is a Colorado icon. A pillar to the community. A fast casual legend that is famous for its loaded mission style burritos, salads, nachos, quesadillas and must we never forget, their signature queso. They've been slangin' the goods on the front range since 1994.

I will admit, I am what you would call an Illegal Pete’s superfan since moving to downtown Denver in 2015. Nothing comforted me more in my 20s than a trio of veggie primavera tacos and an order of chips and queso. When I say Illegal Pete’s and their incredible staff has seen me at my best and at my worst I mean it. Fast track to 2022 and I’m styling a brand refresh for them. A match made in (vegan) chorizo heaven!

Design studio Wunder Werkz brought me onboard to style and assist in creative directing a campaign shoot for their rebrand, specifically to be used for their website. I worked alongside Art Director, Brianna Corn, to give its storied 25-year history the spotlight it deserved. We took items from Pete's archive, referenced epic adventures from the business' journey and put ourselves in the shoes of each kind to Pete's customer that walks through the door. From the die-hard sports fan to the heavy metal head to the late-night club goer to the outdoor enthusiast, the people of Pete's molded our styling and creative direction for the overall campaign.

In case you're wondering, my go-to order is three soft veggie tacos, black beans, brown rice, primavera veggies, cheese, sour cream, salsa verde and lettuce with a side of chips and queso. Thank me later.

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