In a market saturated with brands, consistent visual language is a key to recognition. An image built on well-defined colours, materials and finishes (CMF) will make your product desirable and enable it to thrive. Such operation requires uniformity across various surfaces that will make the brand; through product, its packaging, launch events, store interiors, points of sale, window displays and more. All of these will require a range of materials to come together in order to bring the aesthetic to life. Final combinations might include paper, glass, textiles, leathers / bio-leathers, plastics, metals and foils.
For many brands, popularity is not just about the struggle for consistent CMF language, but it often brings issues of counterfeiting. That leaves creative, marketing and procurement teams questioning how to combine visual effects with brand security? Is there one thing that can achieve it all?
Look no further than foil, which can allow any brand to marry their brand image with brand protection at a minimal prototyping cost. And it all starts with custom foil formulations.
Foil transfer products can be used across a huge range of different industries, from packaging and labels through to textiles, cosmetic containers and jars, consumer electronics and automotive through to security elements found on ID documents cards and even banknotes.
This is just the beginning as the world of surface decoration is huge, so you should never hesitate to get creative with foils.
On this note, what if we could tell you that it’s possible to formulate foils to your individual needs, whether it be from a technical performance perspective or to a specific shade or design aesthetic? It means that your ‘brand colour’ could be developed for use not just on paper packaging and labels, but on a range of containers, jars, garments, bags and point of sale items for example.
Please have a look at some of the images below. They are only tip of the iceberg when it comes to customisation opportunities that come with foils! You can also browse through videos such as (1) foil overview and solutions for (2) textiles and (3) consumer electronics / automotive industries.
The most important aspect is that foils give you the opportunity to have your product decorated in your own unique and exclusive colours, beyond those in a standard range. To do this, you just need to have a colour code – for example a Pantone reference – or a design sample of the shade you want the foil to be matched to.
In the first instance, a supplier (such as Kurz whom we have partnered for this article) can create digital or handmade drawdowns to tailor the development to your satisfaction, before producing a sample roll. Subsequently, you can commit to a small, medium or large order quantities, which makes this customisation a viable solution for SMEs as well as seasonal marketing campaigns, launches and influencer packs.
It also means that whenever your creative, marketing and procurement teams work towards introducing a new product in a new material, this decorative technique will continue to be available as a viable choice that will help to preserve consistent finishing across a product range.
Additionally, aforementioned customisation process can enable brand protection and prevent counterfeiting, whilst allowing you to maximise on brand communication with your consumer. Read on to find out how can you apply this through your product and packaging range.
Foils for brand security and IoT solutions
Brand protection and anti-counterfeiting solutions are more important than ever. They not only serve as guardians of integrity and sediment a product’s position on the market as a premium offering, but they can also serve as an affirmation to your customer that a purchased good is genuine.
What is quite revolutionary in this landscape is the ability to link visual effects and security to information technology, which further opens new opportunities for branding and market analysis. By implementing a quick and easy identification via smartphone, brands can find new ways to interact with their consumers at the point-of-purchase or post-purchase.
Finally, by combining solutions such as TRUSTCONCEPT® and TRUSTSEAL®, you can monitor your brand output 24/7 by collecting data around the world to map and track your brand online as well as identifying unauthorised products.
This article is the second of two features brought to you in partnership with KURZ, demystifying questions around foil, branded opportunities and its sustainable credentials. Click here to read the other article titled “Foil: Fact and Fiction”.
If you like what you see and require further information on anything featured in this article, please contact email@example.com. We’ll be more than happy to help you achieve consistent image across all branded surfaces used, whilst ensuring brand security and sustainable story.