Beefy is a Chilean jerky brand. When they launched their new line, they didn't want a new identity. They wanted something that made people stop and pick up the bag.

So we built a cast of characters to give the brand a personality: a fire-breathing skull for the Merkén flavour, a bald eagle for the Gringo, a salt-and-pepper duo for the classic, plus a gym bro, a hiker and a few pieces of jerky with attitude. The brand speaks to people who train, hike and eat on the go, and it doesn't take itself too seriously.

Every character started as a pencil sketch and was then developed into several versions, so the system could work across packaging, social media, stickers and merch.

Beefy has since closed, but this is still one of my favourite projects.

‍Made at Tinta Picante with my brother. I illustrated every character; he helped bring them into the layouts.