Each year, LEONHARD KURZ translates the cultural spirit of the moment into tangible packaging inspiration. In 2021, this vision once again took shape through the innovative BOXES packaging concept, unveiled at LUXE PACK Monaco.
Striking, contemporary and deeply rooted in social research, the 2021 BOXES collection captures the zeitgeist while proving that premium finishing and sustainability can coexist seamlessly.
The result: four elaborately decorated paper boxes – each representing a key social trend – combined in an innovative outer shipping-style packaging that reinforces both concept and cohesion.
Making trends tangible
The BOXES concept is far more than a design study. It is a fully realised, tactile inspiration tool for brand owners, designers and marketing professionals.
Each of the four boxes interprets a specific societal theme through:
- Metallised transfer products
- New colour developments
- Diffractive LIGHT LINE® hot-stamping designs
- Expressive surface finishes
The 2021 collection introduced eight new colours, including:
- Orange Matter – harmonious and warm
- Basic Blue – clear and bold
- Defiant Pink – energetic and expressive
In addition, new diffractive designs for LIGHT LINE® further demonstrated how decorative effects can create depth, movement and modern appeal.
The four trend themes of 2021
Following extensive research into current social developments – particularly the impact of Generation Z and the global pandemic – the KURZ trend team translated four dominant themes into packaging form.
- New Intimacy: Doors Wide Shut
A desire for privacy, safety and personal retreat – without complete isolation. This theme explores protective spaces and subtle connection through refined, intimate design elements.
- Beautiful Dilettante: Acting With Passion
The rise of DIY culture and creative experimentation. Here, imperfection becomes a virtue. Authenticity and passion outweigh perfectionism, resulting in playful, expressive finishes.
- Planet of Youth: Whatever, Just Be
A reflection of young people balancing independence and uncertainty. Bold expression meets vulnerability, visually translated through strong colour contrasts and energetic surface treatments.
- Evolve! Morphing into a New Age
Nature as inspiration and transformation. This theme highlights organic aesthetics, change, and the merging of natural and human-made influences.
Across all four boxes, metallised finishes and innovative decors make abstract social concepts physically tangible.
Sustainability at the core
In 2021, KURZ placed even stronger emphasis on material efficiency and environmental responsibility.
The collection was deliberately designed with reduction in mind:
- Magnetic closures were eliminated
- Supplementary booklets were removed
- Information was integrated inside the packaging itself
This streamlined approach reflects the principle that sustainability is not an optional extra – it is a fundamental requirement of modern packaging design.
Award-winning design excellence
The 2021 BOXES concept did not only inspire visitors – it earned international recognition.
Red Dot Award 2021 – Packaging Design
The “Box next to Box II” concept received the prestigious Red Dot Award in the Packaging Design category. The jury recognised KURZ’s ability to translate trend research into compelling, innovative packaging.
German Design Award 2021 – Special Mention
The collection also received a Special Mention in the “Excellent Communications Design – Packaging” category. This award honours particularly successful design solutions and confirms KURZ’s standing as a sophisticated and forward-thinking partner for packaging innovation.
These accolades underscore the BOXES concept as more than an annual design exercise — it is a benchmark for contemporary packaging creativity.
Attractiveness meets sustainability
At LUXE PACK Monaco 2021, the overarching message was clear: premium finishing and environmental responsibility are not mutually exclusive.
The 2021 BOXES collection demonstrates how:
- High-impact embellishment can remain resource-conscious
- Surface finishing can elevate storytelling
- Trend research can translate into practical brand inspiration
By combining cultural insight, advanced finishing technologies and sustainable thinking, KURZ once again delivered a packaging concept that reflects both the present moment and the future direction of design.
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