Pete’s General is a local market in sunny St. Pete, Fla. Curating the best in local goods, Pete's carries both the essentials and fancy treats alike while also shining some sunlight on the makers, artists and farmers from in and around the community.
For this project we were tasked with building out a brand that reflected the owner’s east coast while simultaneously speaking to both the locals and tourists in ‘Sunny St. Pete’.
The brand itself revolves around Pete—a bagel-eating manatee with a cheeky disposition, who can be found throughout the shop on takeaway bags, t-shirts and more.
Photographs by Kira Crugnale
Copywriting by Cara Suglich