Tequila Fugaz: A Story of Wishes, Moments, and Memories
We call them shooting stars: brief appearances in the sky that give us the chance to make a wish.
That fleeting moment is precisely what makes them special. There is a beautiful contradiction in things that are temporary: they disappear quickly, yet they stay with us. They remind us of those experiences we wish we could pause, preserve, and revisit through memory.
From this idea, Tequila Fugaz was born—one of the projects created 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 challenge was to transform an intangible feeling—the desire to capture a meaningful moment—into a tequila brand. To find a name, build a narrative, and create a visual language capable of expressing the feeling of an extraordinary moment worth remembering.
This is how Fugaz came to life: a tequila inspired by those experiences that seem to pass too quickly, yet remain with us forever.
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 Fugaz, we worked with Cotton White WS, a textured paper that became an essential part of the concept. Its unique surface allowed us to create a label with depth and character, where every visual element reinforced the ideas of the celestial, the ephemeral, and the memorable.
The proposal became a technical challenge: experimenting with printing techniques, special finishes, and effects that would fully showcase the qualities of the material.
Creativity is built through collaboration
Projects like this are made possible through the expertise of different specialists working together.
Making Possible became our partner in the bottle development process, helping us visualize how the identity would come to life as a complete product experience.
To achieve the final technical execution of the label, we also collaborated with Etiqus, Graflex, AM Global, and Univacco, whose expertise in printing, materials, and finishes helped transform a creative idea into a tangible piece.
Every decision—from the initial concept to the final production details—was made with the intention of showing that packaging can be much more than a functional element. It can become an extension of the story a brand wants to tell.
This is the story behind Tequila Fugaz.
Ready to bring your brand’s desire to life?
