PETE'S TIKI TIKI
Let the good times luau.
Assets created by Scott Sugiuchi
Assets created by Scott Sugiuchi
CLIENT
Pete’s Tiki Tiki
Chicago, IL
SERVICES
Strategy
Copywriting
CREDITS
Scott Sugiuchi graphic design
WEBSITE
THE BRIEF
The team behind multi-city hotspot Pete’s Dueling Piano Bar was about to launch a new tropical venture in Chicago. They wanted to keep “Pete” in the name, but they had no vision beyond “tiki” as to what the watering hole should be. Fat Lip engineered an elaborate backstory that explained Pete’s fish-out-of-water origins. More importantly, the storytelling exercise inspired tangible bar touch points that enriched the in-person experience for all visitors.
PETE’S STORY
The question at the start of the project was less “Who’s Pete?” but rather “Why Pete?” As in, what business did Pete have opening a Pacific-inspired outpost after years helming a piano bar?
Fat Lip dreamt up a story that provided the man with meaning——even if it came with a hefty dose of amnesia. Here’s how the invented transcript transpired.
Pete’s story was never published publicly——on purpose, as Pete is meant to be a man of mystery. Still, its specifics translated into multiple in-person details, like driftwood pianos and coordinates-based merch.
COPYWRITING
With the background story established, Fat Lip then set its sights on the public-facing copy. We wanted to it to feel like any interaction with the brand, no matter how brief, had the same mood-boosting effects as taking a mini-holiday. The resulting tone is equal parts playful and mysterious, an intoxicating mix that sparks a mental getaway.
“Meg is a long-time collaborator and one of my very favorite copywriters. Her limitless creativity and originality is a real treat to work with, and I always get a rush when seeing her initial thoughts on any project. She has a wicked sense of humor (Is she above puns? She is not above puns if pushed. Don't push her!) as well as a keen mind for keeping the business objectives first and foremost. I also appreciate the seriousness she brings to her craft, while at the same time she isn't so precious that she won't edit or rethink her solutions. Get to know Meg! And know that she'll edit out my extra exclamation points!”
Scott Sugiuchi, Creative Director