A sauce created for Avery Dennison’s Deseo 2026 collection, inspired by those who preserve the connection between cuisine, ingredients, and their territory.

Some stories are not only told. They are experienced.

They live through aromas, flavors, textures, and the elements that connect us to a place, a culture, and a particular way of seeing the world. From this idea, Fuego Lento was born—one of the projects developed by Puntoasterisco as part of Avery Dennison’s Deseo 2026 collection, an edition that celebrates Mexican folklore while exploring the creative and technical possibilities of premium packaging design.

The starting point was the work of Mujeres del Fuego de Colima, a collective of women who preserve local culinary culture and celebrate the biodiversity behind the ingredients that define their cuisine.

Inspired by their work, we developed the concept of a sauce where spice becomes a symbol of identity: an element deeply rooted in Mexican culture, capable of awakening memories, bringing people together, and expressing a connection to place.

The concept of Deseo led us to explore the relationship between the senses, memory, and the things we long to preserve. The slow cooking process became a metaphor for this idea: something that requires time, care, and knowledge to reveal its full character.

This is how Fuego Lento came to life.

Designing an experience you can feel

For this collection, Avery Dennison invited creatives to explore the possibilities of label design through materials, textures, and finishes that could push printing techniques further.

For Fuego Lento, we worked with a fine print substrate, taking advantage of its qualities to create a label with depth and presence. The proposal incorporated technical resources such as metallic and invisible inks, foils, embossing, and custom die cuts, transforming the packaging into a piece where technical innovation supports the brand narrative.

Every element was designed to create a sensory experience that connected the visual identity with the essence of the concept: fire, origin, and the intensity of flavors that remain.

One of the most special details of the project is hidden within the label itself: an invisible ink message that can only be revealed under UV light.

When discovered, the label reveals the phrase:

"De modo que no nos quedará ningún deseo, sólo el tuyo, el deseo de ti."

One of the most profound and haunting lines in Mexican literature, written by Juan Rulfo in his celebrated novel Pedro Páramo. The story takes place in Comala, the same territory that inspired the work of Mujeres del Fuego, creating a connection between literature, local identity, and the story behind this brand.

This creative detail remains hidden for some and reveals itself to those who seek to discover it—a reminder to look beyond the surface and find new layers of meaning within the label experience.

Creativity is built through collaboration

Turning an idea into a physical piece requires the expertise of different specialists.

Together with our production partners, we explored the technical possibilities of materials and finishes to achieve an execution that showcased the potential of premium packaging.

#Etiqus #Graflex #AMGlobal #Univacco contributed their expertise in printing, materials, and finishes, helping bring the proposal to its highest technical expression.

When a label carries a story

For Puntoasterisco, Fuego Lento represents the ability of branding to build bridges between an idea, a culture, and an experience.

Design does more than identify products; it can communicate what belongs to us, what connects us, and what we want to share with others.

A label can be a surface, but it can also become a space where a story finds a new way to remain.

This is the story behind Fuego Lento.

What story of origin deserves to be told through your brand?

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