Pete's Fresh Market is a grocery chain with a growing number of locations in the Chicago area. During this phase of expansion, Pete's needed a fresh (pun intended), clean, and cohesive new look. Working with Pete's since 2013, I executed a strong brand identity across its new stores and marketing. In the process a new logo was developed that reflected the local reference to just "Pete's" while still paying respect and consistency to the previous logo. Working on site, a wide array of projects were completed to convey the new brand including billboards, exterior/interior signage, private label packaging, web design, and print/audio/video advertising.