We caught up with Annie Kuschel, Global Head of Design Management, Packaging & Print, LEONHARD KURZ Stiftung & Co. KG to find out a bit about last year’s special award, ‘Best Use of Embellishment Award' and the process for this.

Can you tell us a little bit about yourself and KURZ?

As a German-American I was born in Mexico City, grew up in Kenya and studied design at Trier University of Applied Sciences in Germany and Stellenbosch University in South Africa. Alongside being a freelance author, university lecturer and artist, I’ve worked in design management at LEONHARD KURZ since 2010, specialising in packaging and surface design and the strategic implementation of design in companies.

As a world- leading thin-film technology specialist, LEONHARD KURZ develops and produces decorative and functional layers. The company's comprehensive product portfolio ranges from decorative and smart interactive surface finishes, to design consulting and security concepts for product and brand protection. KURZ has always seen design as a unifying element. The surface embellishments from KURZ are a sensual point of contact between product and people. If you like: the window to the soul of the product.

How did you get involved with Pentawards and How did the Best Use of Embellishment Award come about?

The relationship with Pentawards really got started at the Pentawards Festival and Gala 2022 in London. We loved the vibe and the high quality of the speakers! So we never stopped cooperation since, from being headline sponsors at the gala in 2023, to introducing a new award together with Pentawards in 2024: “The Best Use of Embellishment”!

This award will be continuing in 2025 and we are really looking forward to view all the stunning entries that combine our worlds of industry and design.

What was the key criteria when judging the Best Use of Embellishment Award?

One of the most important criteria was the “Emotional Connection”. We wanted to see entries, where the embellishment underlines surprise, seems unexpected or even make you smile. If the design wants the user to touch the embellishment or look at it from different angles, just to see how the effect catches you. That makes the design special. But of course we also look at the overall quality of design and if the embellishment lifts the quality of the packing altogether, how the brands personality is underlined and which special effects catch the eye and the senses.

What excited you about the use of embellishment in the 2024 competition? Did you see any trends within embellishment?

We loved the sensitivity of the embellishment. It wasn’t only just there to merely attract attention but often gave the design an extra level of depth. I always try to imagine the same design without the embellishment. And most of the times it just doesn’t work.

Why did you choose YEW'S PATH by Estudio Pablo Guerrero as the gold winner for this award?

We found that the gold-coloured hotstamping —which matches perfectly with the top wax seal— underlines the storytelling and boosts the wine’s premium aesthetic. Especially the embossing and hot stamping both highlight lines in the design and therefore create reliefs that further emphasize the cartographic and tactile sensation. In addition, the paper overlays bring the topography to life by creating two extra levels of depth. This made the design very special. All in all the embellishment tells a story with lines, tactility, metallic reflective highlights in contrast to the simplicity of the matt paper structure. Definitely award-worthy.

Tell us about the journey of designing the bespoke trophy for this award?

We wanted to create something special for this very special award. Therefore we looked at the awards for the different categories. There was gold, silver, bronze. All beautiful with metallized effects. So we decided to create something new. A black trophy with a transparent iridescent shimmering effect. This wasn’t so easy in the beginning, because we weren´t sure if our products, which are designed for paper and plastic substrate would actually work on the wood material of the trophy. But it did. And we really love the effect it has. It really is a special award.

Have KURZ got any exciting work or developments in Embellishments coming up?

Apart from constantly developing new products, sustainability is more than just a word for KURZ. It is firmly anchored in its DNA. The topic of sustainability plays a very central role for KURZ. As the market leader in surface embellishment, the company is aware of its global responsibility and does everything possible to become even more sustainable, which includes product innovations and continuous development towards a circular economy.

Product-wise, one of the latest developments is the SILVER LINE® product series, which shines with purist monochromatic effects for extraordinary design projects. The 3D effects make your design come alive with depth and movement. Various structures that subtly support a conspicuous design can also be developed individually for customer requests.

Besides this, every year we create new colours that are based on our researched trends. So, yes, definitely we have new incredible colours and effects and a complete new series of packaging design called 60°. We are already working on our next series we will launch in September 25.

The 'Best Use of Embellishment Award'  is a special award carefully selected by Annie and the KURZ team, you cannot enter directly into this category. To be in the running for this year, enter your work into the general competition now!