Leonhard Kurz and the platform for packaging design, Pentawards, have jointly launched the „Best Use of Embellishment Award“. The award recognises excellent embellishments that are used to specifically enhance packaging design and creative work that transforms the everyday into sophisticated design.
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 experience shows: Refinement 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 member of the jury for the new award.
„Every year we try to include more innovative and creative awards in the Pentawards competition. Manufacturers and suppliers play a crucial role when it comes to bringing packaging design ideas to life. With this in mind, partnering with Kurz to recognise outstanding finishes is the perfect collaboration. Given the high calibre of work that has been shortlisted, we can't wait to award the winners at our gala event in October.“
Adam Ryan, Head of Pentawards
Selection procedure and evaluation criteria
From all the designs submitted, the jury of renowned experts shortlisted a total of 19 impressive international projects. from limited-edition wine and oil bottles to fresh designs for mint and fruit pastille tins and elegant 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 skilfully combine for targeted enhancement of the packaging design can be used.
The expression of the brand is also a decisive criterion: the finish should effectively express the personality, characteristic features or history of the brand. The jury is also looking for unusual and innovative designs with original elements. Finally The emotional effect of the refinement is also taken into accountIt should appeal to the senses, leave an unexpected impression or evoke a positive emotional response.
The announcement of the three winners will take place at a festive gala event. on 25 October 2024 in London take place.
Source: Leonhard Kurz
