Puntoasterisco collaborates with Avery Dennison on Deseo, a premium label collection celebrating Mexican folklore
This year, Puntoasterisco proudly celebrates its collaboration with Avery Denninson, a global leader in labeling and packaging materials with operations in more than 50 countries and a long-standing reputation for innovation and technical excellence. We were honored to be one of only three Mexican creative agencies invited to co-create two premium labels for the 2026 edition of Deseo.
For this year's collection, Avery Dennison invited designers to reinterpret the richness of Mexican folklore through packaging. The creative brief drew inspiration from visual elements deeply rooted in Mexico's cultural identity: the intricate craftsmanship of papel picado, the reflective beauty of traditional tin hearts found in local markets and fairs, and the vibrant color palette that defines Mexican celebrations.
Beyond its cultural inspiration, Deseo serves as a technical showcase, demonstrating the possibilities of premium packaging through advanced finishing techniques, specialty inks, RFID integration, and Avery Dennison's high-performance label materials.
Two concepts. Two stories.
At Puntoasterisco, we contributed two original branding concepts developed specifically for this collection.
Fuego Lento is a premium hot sauce inspired by the Women of Fire—the guardians of Comala's culinary traditions and cultural heritage. The concept celebrates patience, craftsmanship, and the rituals that keep local flavors alive.
Fugaz is a tequila brand inspired by the fleeting moments that deserve to be remembered forever. Built around the idea that the most meaningful experiences often pass in an instant, the identity transforms memory into something tangible and timeless.
Both projects can be explored in our portfolio:
Pushing Premium Packaging Further
The project offered complete creative freedom and challenged us to explore the full potential of label design.
Working closely with expert printing and packaging partners, we developed each brand from the ground up—from naming and concept development to visual identity and final label production. Throughout the process, we experimented with custom die cuts, embossed metallic finishes, specialty inks, and RFID technology, leveraging premium materials to create packaging that is both technically sophisticated and emotionally engaging: Fotograflex , Etiqus MX, AM Global, ESTAL. Packaging Solutions, and Avery Denninson.
From Product Strategy to Market Presence
At Puntoasterisco, we support brands throughout the entire product development journey—from market research and concept validation to branding, packaging design, and digital marketing strategy.
Our participation in Deseo reflects our commitment to co-creation, innovation, and the belief that great packaging is more than a container; it is an extension of the brand experience.
If you're developing a product and want to build a brand that stands out from the shelf to the screen, we'd love to help.
Let's ignite the next creative idea together.
