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Fuerth/Germany, October 27, 2026: Exceptional design, precision craftsmanship, and embellishment that goes far beyond mere decoration: KURZ and Pentawards honored the winners of the Best Use of Embellishment Award 2026 at the Pentawards Gala on October 16, 2026. The award recognizes projects that demonstrate how embellishment can enhance brand identity and packaging design.

“We were incredibly impressed by the quality, diversity, and creativity of this year's entries. They demonstrate the tremendous potential of embellishment. Yet impactful embellishment doesn't have to be bold or attention-grabbing. Often, it is precisely the subtle, carefully executed details that create new visual and tactile dimensions,” emphasizes Julia König, Head of Design at KURZ.

“It is always a great pleasure to collaborate with KURZ on this exciting award. This year, it was particularly inspiring to experience the diversity of projects from around the world – from Italy to Argentina – and to see how embellishment can elevate design to a whole new level. The winners demonstrated exceptional creativity in their use of embellishment, bringing their work to life through outstanding craftsmanship and compelling storytelling,” adds Chloe Scanlan, Marketing Manager at Pentawards.

Gold: ‘Grimaud’ – Reinterpreting Historical Heritage with Exceptional Precision

The Gold award went to ‘Grimaud’ by GOOD PEOPLE WANDER. Created in collaboration with the Bibliothèque nationale de France (BnF), the project is a reissue of a historic deck of playing cards originally developed by Baptiste-Paul Grimaud in the 1890s and first printed around 1895. The design draws on the original's distinctive illustrations, floral motifs, and color palette, combining this cultural heritage with premium quality and meticulous attention to detail.

The jury was particularly impressed by the exceptional precision of the embellishment. Delicate gold accents extend across the cards, packaging, and booklet, creating the impression of a beam of light guiding the eye through the design. Even the edges of the cards feature a gold effect. The extremely fine embossing on the textured paper presented a particular craftsmanship challenge. The result combines subtle details and precision craftsmanship within a remarkably small space, creating an impression that is at once playful, elegant, and sophisticated.

Silver: ‘Gifting The World Range’ – Embellishment with a Delicate Touch

The jury presented the Silver award to ‘Gifting The World Range’ by Hummingbird Studio, the in-house creative agency of Hotel Chocolat. As part of the redesign of the British chocolate brand's gift boxes, eight distinct flavor profiles were each given their own color identity and illustration. Stories about the origins of the ingredients and the use of uncoated paper add warmth and tactility to the range while placing greater emphasis on the brand's connection to cocoa. At the center of each package is a gold-embellished motif that graphically abstracts the distinctive texture of a cocoa pod.

The jury particularly praised the refined interplay between printed and embellished elements. The subtly tactile gold embellishment blends seamlessly into the design, complementing the graphic motif rather than overpowering it. This enhances the packaging's perceived value without creating an overtly luxurious appearance. The same design principle is consistently carried through to the accompanying message wraps.

Bronze: ‘DIVERSA Tequila’ – Diversity as a Design Principle

The Bronze award went to ‘DIVERSA Tequila,’ a project by Tridimage, Boldrini & Ficcardi, JVD Estudio, Infinito, and LIP. For the premium tequila's label design, the five Latin American design agencies embarked on an unconventional creative experiment: Each agency independently developed one section of the label without seeing the other teams' designs. The result is a collaborative design that not only celebrates diversity but also makes it the guiding principle of its creation.

The embellishment consistently reflects this approach. Different applications of hot stamping – from delicate lines and symbols to patterns and textures – showcase the technique's wide range of creative possibilities while coming together to form a cohesive overall design.

For the jury, DIVERSA is a particularly compelling example of the value of collaboration and diversity. Rather than being standardized, different cultural perspectives and creative voices are deliberately made visible and brought together through design and embellishment.

A Partnership Celebrating Exceptional Packaging Design

Pentawards and KURZ have now presented the Best Use of Embellishment Award for the third time. Through this award, the partners celebrate creative excellence while highlighting the diverse possibilities offered by modern embellishment techniques.

“Being able to present the Best Use of Embellishment Award together with Pentawards for the third time means a great deal to us. Pentawards provides an international platform where exceptional ideas and creative excellence in packaging design are showcased and recognized. We are proud and grateful to be part of this network. Above all, we are delighted to demonstrate together how embellishment can contribute to a strong brand identity and exceptional packaging design,” says Stéphane Royère, Head of Business Area Packaging and Print at KURZ.

Founded in 2007, Pentawards is dedicated to recognizing outstanding achievements in packaging design. The international platform brings together the global packaging design community through initiatives including its annual competition, international conferences, and digital events.