It’s the finer details that make all the difference: The special finishing that makes the design stand out and turns packaging into something very special. It’s no longer just about functionality. Packaging design has developed into its own art form that makes a product and brand unmistakable. Companies around the world rely on creative, high-quality packaging to stand out from the crowd. The new Best Use of Embellishment Award, which was launched jointly by LEONHARD KURZ and the Pentawards, the leading global platform for packaging design, puts the focus on exactly this kind of packaging design. Launched in October 2024, the award recognizes creative work that transforms everyday items into sophisticated designs and recognizes the innovative power behind precisely designed packaging. With the introduction of this new award, KURZ is once again demonstrating how important it is to drive forward the commitment to creativity and innovation in the industry.
 

Thanks to outstanding expertise in the field of surface finishing, KURZ knows just how important aesthetic designs are. “Finishing plays a decisive role in packaging design. Our design team has developed numerous decoration solutions in-house that combine sustainability, creativity, and technological innovation - and our experience has shown that finishing, when integrated well into the design, can bring a brand to life and give it a special touch. With the Best Use of Embellishment Award, we want to recognize the importance and impact of embellishment in the field of packaging design and celebrate its implementation in good design. To do this, we use the platform of the most brilliant minds in the industry,” explains jury member Annie Kuschel, Global Head of Design Management at KURZ. “We share a passion for good design with Pentawards. After all, they have set themselves the goal of celebrating outstanding design, delivering inspiration, and uniting the global community through the annual competition, international conferences, and much more.”
 

The new award recognizes not only the design itself but also the creative techniques behind the unique surface finishes. The high-caliber jury of renowned experts shortlisted a total of 19 impressive international projects from all the designs submitted. The spectrum ranged from limited edition wine and oil bottles to refreshing designs for mint and fruit pastille tins, and elegant, luxurious skin cream packaging. The entries were judged on the basis of the four core criteria of Quality of Design, Brand Expression, Creativity and Innovation, and Emotional Connection, which had previously been defined by KURZ Design Management. The quality of the submitted projects also played an important role. The jury looked for excellent finishes that were skillfully used to specifically enhance the packaging design. What’s more, how the brand was expressed was another important criterion - the finishing needed to reflect the personality, characteristic features, or history of the brand. And, of course, a wealth of ideas and creativity were required. This resulted in an unusual and innovative design that impressed with its original elements. After all, the focus was also on the finishing’s emotional effect. It needed to appeal to the senses, leave an unexpected impression, or trigger a positive emotional reaction.
 

The highlight of the competition was the official ceremony, which took place in London on October 25, 2024. The three best designs were recognized at a glamorous gala, and the winners were presented to an international audience. “After supporting Pentawards as a main sponsor in 2023, we are very excited to present this new award together,” said Annie Kuschel, adding: “It is an honor for us to recognize the most innovative and creative finishing approaches in packaging design, and to present them to a broad international audience. Our KURZ Advanced Design team led by Dorothea Thut and the application technology team actively supported us in finishing the award with our transparent LIGHT LINE®. The result is a fantastic award design.”