Branding a Jacksonville Beaches Tradition: Independence Day at Pete’s Bar

Few holidays capture the spirit of summer like the Fourth of July, and if you’ve ever spent the day biking through the streets of Jacksonville Beach, you know it’s more than just a celebration—it’s a local rite of passage.

Red, white, and blue flags flap in the sea breeze, the scent of barbecue lingers in the air, and the neighborhood pulses with sun, music, and patriotic pride. At the center of it all sits Pete’s Bar, one of Neptune Beach’s most iconic gathering places.

At 63 Visual, we’ve always had a deep connection to the local culture and community of Jacksonville Beach. It’s not just where we live and work, it’s who we are. That’s why being invited to brand this year’s Fourth of July celebration at Pete’s Bar felt like more than just another design project. It was a chance to contribute to something much bigger: a hometown tradition that thousands of people look forward to every year.

Pete’s Bar: A Historic Hub of the Beaches

Established in 1933, Pete’s Bar is the oldest continuously operating bar in Duval County. Its weathered neon sign, vintage wood bar, and no-frills atmosphere have made it a favorite for generations of locals. More than a watering hole, Pete’s is a gathering place, a cultural landmark steeped in the stories of Neptune Beach.

Over the years, Pete’s Bar has hosted holiday events, live music, and legendary Thanksgiving morning block parties. It’s a place where memories are made and traditions are born. When Independence Day rolls around, Pete’s doesn’t just open its doors, it opens the floodgates for good times, great music, and community connection.

The Experience of July 4th at the Beaches

If you’ve never experienced a Fourth of July at the Jacksonville Beaches, picture this: swarms of bikes decked out in flags and streamers, a parade of coolers and sunglasses, and friends linking up at every beach access from the pier to Ponte Vedra. The day starts early and doesn’t let up, with locals and visitors alike bar-hopping, beach-hopping, and celebrating America in classic coastal Florida style.

What makes it truly unique is the communal feel. You’re just as likely to run into a neighbor as you are a tourist. Everyone’s out to enjoy the day, take in some sun, and maybe even catch a few waves. It’s laid-back, it’s fun, and it’s distinctly “Jax Beach.”

And at the heart of this celebration is Pete’s Bar.

A Bold Patriotic Brand for 2025

For the 2025 celebration, Pete’s Bar wanted a visual identity that would feel as bold and iconic as the day itself. Something that stood out in the sea of stars and stripes—but still paid homage to the spirit of Independence Day.

Our team at 63 Visual developed a patriotic event branding package built on strong Americana themes, vibrant color, and nostalgic texture. The color palette stayed true to the red, white, and blue tradition, but with slightly deeper hues and weathered textures to evoke vintage signage and old-school screen prints—styles that reflect Pete’s gritty, beloved character.

We created a layered typographic system for “JULY 4TH” with bold 3D drop shadows, patriotic accents, and visual energy that jumps off the page (or screen). Below that, a distressed blue banner reading “National Anthem at Noon” anchors the day’s schedule, giving the event a sense of ceremonial pride.

The event flyers highlight the stacked lineup of live music—from Outeredge and Redfin to Who Rescued Who—designed with typographic structure that feels rhythmic and energetic. Drink specials are advertised with retro-style caps and visual motifs like confetti bursts and scattered stars, creating a celebratory tone across every touchpoint.

In an alternate poster version, we featured a pair of stylized solo cups in red, white, and blue clinking together in a visual toast. It’s a playful nod to the classic American party cup, but done with intentionality and detail that reflects both the event’s fun-loving vibe and Pete’s iconic status.

Designed by Locals, For Locals

This project meant a lot to us, not just as designers, but as longtime residents of the Jacksonville Beaches. At 63 Visual, we believe the best branding connects emotionally with its audience, and that starts with understanding the culture it represents.

We didn’t need to research what the Fourth of July at the beach feels like—we’ve lived it. We know what it’s like to ride bikes with friends down First Street in a sea of red, white, and blue. We know the smell of sunscreen, the soundtrack of passing golf carts and distant live bands, and the feeling of ducking into Pete’s Bar for a cold drink after baking in the sun. That lived experience informed every design decision we made.

To us, this wasn’t just a branding project—it was a chance to give back to the community that shaped us. That authenticity matters. It’s the reason this branding resonates so deeply with people who know and love the area.

More Than a Design: It’s a Memory

What we love most about designing for events like this is how the visuals become part of people’s memories. A flyer taped to a fridge, a photo of a solo cup held up in a group shot, a tee shirt worn year after year, they’re not just graphics, they’re artifacts of a good time.

That’s the power of thoughtful branding. It doesn’t just promote an event; it enhances the experience. It becomes part of the story.

When you see someone biking around Jax Beach on July 4th in a Pete’s Bar hat or holding one of those star-spangled cups, we hope it brings a smile. We hope it reminds them not only of the party, but of the place. Of a town that knows how to come together and celebrate.

Celebrate the Fourth at Pete’s Bar

If you’re in town for Independence Day, don’t miss the action at Pete’s Bar. With live music from noon to 9 p.m., drink specials all day, and the National Anthem kicking things off at noon, there’s no better place to anchor your Fourth of July plans.

Celebrate a Jacksonville Beaches tradition at a historic Neptune Beach venue. Come for the drinks, the music, the friends, but stay for the memories.

And when you see the bold red, white, and blue branding flying on posters and posts throughout the beach, know that it was made with heart, right here in Jax Beach.

Happy Independence Day from 63 Visual.

Designing brands that move people, and celebrating the places that move us.