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Red Dot Award 2021: LEONHARD KURZ once again recognized for on-trend design concept
Elaborate trend research
‘Box next to Box II’ was presented in October 2020 and is continuing the series of packaging collections for which KURZ is regularly scouting for trends. Together with a trend agency, the team around KURZ designers Annie Kuschel and Julia König obtains a comprehensive overview of current social trends and the current zeitgeist year after year. Based on the extensive research, the most important trend topics are identified and translated into an innovative packaging concept, which is always presented to the public for the first time at the luxury packaging trade fair LUXE PACK Monaco. The result this year is four expressively decorated paper boxes - one box per trend - combined with an elegant folding box with gold embossing. Brand owners, marketing experts, and designers can take a first look at eight newly created colors and three exclusive diffractive designs in silver for hot stamping finishing.
“My colleague and I really appreciate that we can work freely and creatively here,” emphasizes Annie Kuschel. “This applies from the initial research through the concept all the way to the final result with which we want to inspire our customers anew every year.” The KURZ trend team’s approach is very laborious and time-consuming, but it is certainly worthwhile - as the Red Dot Award proves once again. Like all award-winning competition entries, KURZ’s packaging collection will also be featured in the International Yearbook Brands & Communication Design 2021/2022.
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