DEEP
DEEP is Chile's first focus drink. Not an energy drink: it's made for the days when the to-do list is longer than the day. It's already on 137 shelves across Chile, 102 of them in Lider supermarkets.
Since March 2026 I've been designing pretty much everything the brand says. Online: social media, emails, banners and the website. Offline: key visuals, point-of-sale material and t-shirts. Plus logos for campaigns like The Focus Group, DEEP x ETM and Unitasking.
I also gave the brand a face. Why a seal? In Spanish, foca (seal) sounds like enfoca (focus). A bunch of sketches later, it had a character. No name yet. Too busy focusing.
AI helps with the content, never the drawings. I use it to extend photos, fix details and light, and create some images.
A small team: the CEO, the CFO and me. So yes, we make shxt happen.
The can's layout isn't mine. The character on it is.
Different seals, different paths. New poses, new builds, new outfits, until the right one showed up.
The final seal. Ready to focus.
The final product.
Product shot made with AI. The can is real; the light and the set aren't.
For social and sales, we simplified him to line. One colour, less detail, same seal. Here, a story made for a pitch to Copec.
"Interrupción." A campaign about everything fighting for your attention. The idea came out of team talks; I designed the graphic system, wrote several of the lines and came up with numbering every interruption.
No budget for billboards, so I photoshopped them into Santiago (perspective, light, reflections, screen texture) and influencers posted them as if they'd spotted them on the street. A handwritten-style font kept the system quick to repeat.
"For a buzz, there are plenty. To focus, DEEP." One key visual, stretched from poster to banner.
Cyber Monday, one campaign in every format: teaser, posts, stories, web banners and email.
My drawing, turned into a plush with AI. Same seal, now in 3D, sitting calmly in a burning office. Everything else switches you on; DEEP keeps you focused.
Designed for ETM: the line seal taking over Santiago.
Logos for events and collabs. Road to DEEP x ETM was our way into the event; The Focus Group is a street team handing out cans and asking people questions at an upcoming fair. Simple on purpose: they had to work on t-shirts, flags and postcards.
