Let’s Get To Work.

Inspiration is everywhere. I keep a collection of reference books that runs from TV repair manuals to vintage airline brand standards. I pull color and composition from old paintings, French New Wave films, packaging from the 1940s. Good design has always been good design. I just like finding it in unexpected places.

Long story short, Pete is a nickname. DP HURDLE was my dad’s custom jewelry business when I was growing up, and this name is a tribute to him and my grandfather.

I've loved TaB since I was a kid. Over the years I built a collection of cans, ads, and memorabilia. The drink was fine. The branding always hooked me. When Coca-Cola discontinued it in 2020, I ended up being interviewed about it on CBS Evening News, which remains one of the stranger things that has happened to me professionally.

The kind that makes you happy. Personally, I want a slice I can hold with one hand and trust not to fall apart. A good margherita or white pie is hard to beat. I will also, without apology, defend pineappl