Ghost Tequila

Branding, Packaging, Food and beverage

2026

Ghost Tequila isn’t a Halloween tequila. It’s not spooky at all. It’s a tequila infused with Ghost Peppers.

The client approached us for a complete redesign. They wanted to move away from the playful, ghost-inspired identity they were known for and create something much more elegant and luxurious, without relying on skeletons and literal ghost references as their current designs.

So the pepper became the starting point for the entire packaging story. The front label uses Avery Dennison Fasson Cotton Black, a tactile black paper whose irregular texture recalls the wrinkled skin of the Ghost Pepper. A metallic foil moves across the label in a smoke inspired but geometric graphic, borrowing just enough from the previous brand identity to create continuity without bringing the flames back.

Instead of illustrating the ghost, we turned it into something you only partially see. A pattern inspired by the geometry of agave and the Ghost Pepper is printed in cold foil (which allows a large area to be reflective) on the reverse of the back label. Seen through the tequila, it sits behind the front label, catching the light as the bottle moves. Sometimes visible, sometimes not. It becomes something you discover, almost there and not there at the same time.

The contrast became an important part of the design: textured black paper against highly reflective foil. Seen through the tequila, the pattern catches and reflects the light, creating a completely different contrast with the matte, textured front label.

Even the front label’s dieline breaks away from a perfectly finished shape. We created an irregular, ripped edge that seems to move upwards, as if the label is reacting to the heat inside the bottle. It’s another reference to “Turn Up the Heat” (the brand’s tagline), but without putting an actual flame anywhere. The result is a premium and tactile tequila that has grown up.

Partners

Paper: Avery Dennison, Fasson Cotton Black  

Foil: KURZ, LUXOR 392, KURZ ALUFIN SATIN GLOSS SILVER, SILVER COLDFOIL OVERPRINT.

This design it currently not in the market.

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