Every year, KURZ captures the cultural pulse of our time, identifying the socio-cultural developments that will shape new creative expression. By looking to the future, KURZ also plays with time itself: Where are we heading? What boundaries are shifting? Where is meaningful change emerging?
As the desire for depth and substance continues to grow, the era of extreme opposites and superficial movements is fading. Today’s design language reflects social awareness, emotional resonance and critical thinking. From a longing for real-life sensory experiences in an increasingly digital world, to satirical commentary and mindful moderation, the four key trends of the 2024 “60° Creative Boxes to Inspire” collection are anything but decorative.
Each box translates cultural undercurrents into tangible packaging inspiration through innovative surface finishes, colour developments and embellishment technologies.
The New Drama
A Painful but Intriguing Wake-Up Call
“The New Drama” explores fate, grief and emotional intensity. Inspired by baroque still lifes, the packaging becomes a theatrical stage for powerful storytelling.
Deep, dark red tones dominate the visual language, punctuated by luminous highlights. Roses resemble drops of blood. Tears glisten like gemstones. The aesthetic echoes Caravaggio’s tenebrism – where light and shadow create profound emotional depth.
The result is dramatic, provocative and visually striking – particularly relevant in an era defined by global tension and transformation.
Featured Finishes:
- Red On Stage – COLORIT® 307007
- Silent White – COLORIT® 307073
The Great Analog
Back to Real-Life Experience
In contrast to digital overload, “The Great Analog” celebrates tactility and nostalgia. Inspired by traditional type boxes once used in printing shops, the concept revisits an era of craftsmanship and physical interaction.
Micro-embossed surfaces replicate the feel of wood, creating an authentic sensory experience. Objects displayed within the box reference moments that shaped cultural history.
This theme speaks to the renewed appreciation for analogue authenticity and meaningful physical connection.
Featured Finishes:
- Blue Touch – LUXOR® 111354
- Iconic Bras – LIGHT LINE® Laser 946060
The Non Sense
Creepy Is the New Chic
“The Non Sense” reflects a world turned upside down. It embraces absurdity, playful distortion and unconventional perspectives.
Unexpected colour combinations – loud against muted, bold against subtle – disrupt traditional viewing habits. Transparency effects create new visual relationships, while tactile embossing enhances the element of surprise.
Humorous yet unsettling, chaotic yet controlled – this theme embodies the creative energy of unpredictability.
Featured Finishes:
- Meme Green – LUXOR® 111358N
- Pinky Rosy – LUMAFIN® 722 Red
The Very Nothing
The Beautiful Zero
Minimal yet profound, “The Very Nothing” celebrates reduction and inner calm.
From a matte silver core, concentric lines radiate outward, surrounded by ultra-fine embossed dots and tone-in-tone shimmer effects. Floating elements appear in motion, gently converging before being secured with a refined clasp featuring blind embossed lettering.
This theme demonstrates how subtle detailing and texture can create elegance without excess.
Featured Finishes:
- Gentle Metal – LUXOR® 111356N
- Soft Brown – LUMAFIN® 751 Brown
Packaging as a brand ambassador
Brand trust and loyalty are essential for long-term success, and packaging plays a central role in shaping brand perception.
At KURZ, design extends beyond aesthetics. It functions as a credible brand ambassador — addressing globalisation, automation and sustainability while translating cultural insight into innovative surface solutions.
The 2024 “60° Creative Boxes to Inspire” collection once again proves that meaningful design connects brands with people on a deeper level.
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