LEONHARD KURZ and Pentawards join forces: Premiere for the ‘Best Use of Embellishment Award’

Fürth/Germany, August 27, 2024: At the heart of the packaging industry, there is a new stage for outstanding design: LEONHARD KURZ and Pentawards, the leading global platform for packaging design, have jointly launched the ‘Best Use of Embellishment Award.’ The award recognizes creative work that transforms the everyday into sophisticated design and honors the innovative power behind precisely designed packaging.

With decades of expertise in the field of surface finishing, LEONHARD KURZ knows the importance of aesthetic and functional design. “Finishing plays a decisive role in packaging design. Our design team has itself developed numerous decoration solutions that combine sustainability, creativity and technological innovation - and our experience shows: Embellishment can bring a brand to life and give it a special touch. With the ‘Best Use of Embellishment Award,’ we are bringing our passion to the international stage to celebrate the most brilliant minds in the industry,” explains Annie Kuschel, Head of Design Management at LEONHARD KURZ and jury member of the newly announced award, adding: “This passion connects us with Pentawards. They have made it their goal to recognize outstanding design, provide inspiration and unite the global community through the annual competition, international conferences and much more.” Adam Ryan, Head of Pentawards, adds: “Each year, we strive to include new innovative and creative awards within the Pentawards competition. Manufacturers and suppliers play such a pivotal role of bringing packaging design ideas to life, so to work with KURZ to recognize the best use of embellishment makes for the perfect collaboration. With such a high caliber of shortlisted pieces, we couldn’t be more excited to award the winners at our Gala Ceremony in October.”

Selection process and evaluation criteria

The high-caliber jury of renowned experts shortlisted a total of 19 impressive international projects from all the designs submitted - from limited edition wine and oil bottles to fresh designs for mint and fruit pastille jars and sophisticated skin cream packaging. In the coming weeks, three winners will emerge from this group, who will be determined on the basis of the following four criteria: ‘Quality of Design’, ‘Brand Expression’, ‘Creativity and Innovation’ and ‘Emotional Connection.’

With regard to the quality of the submitted project, the jury is looking for excellent finishes that are skillfully used to specifically enhance the packaging design. The expression of the brand is also a decisive criterion: The finish should effectively express the personality, the characteristic features or the history of the brand. The jury is also looking for unusual and innovative designs with original elements. Finally, the emotional impact of the finish is also taken into account: It should appeal to the senses, leave an unexpected impression or evoke a positive emotional response.

Award ceremony in London

The three winners will be announced at a gala ceremony in London on October 25, 2024. “Having already supported Pentawards as the main sponsor in 2023, we are delighted to jointly present this new award,” says Annie Kuschel, and adds: “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.”

Further information can be found on the website of the ‘Best Use of Embellishment Award’.