Leonhard Kurz, international manufacturer of functional and decorative coatings, is a globally renowned supplier of optical security solutions for trademark protection. The firm provides comprehensive brand-enhancement concepts that incorporate optical counterfeiting protection and links to web-based services.
The international beverage industry is hard-hit by product piracy, resulting in serious economic losses for owners of trademarks, endangering not only brand image, but also the health of consumers. Effective protection against counterfeiting and grey-market activity is therefore indispensable.
Leonhard Kurz has developed protection concepts for consumer goods that keep brand owners, customs authorities and consumers on the safe side, while at the same time generating added value for the brand. This involves linking defined visual elements of packaging and labels to a database called Trustcode. This can be accessed by scanning labels using a mobile-phone app that can be flexibly adapted to customers' specifications.
Trustcode enables customs authorities to check product authenticity quickly by scanning with their smartphones. The database also delivers information on the origin and supply chain of goods, revealing and suppressing grey-market activity. Data can also be called up from revenue stamps on beverages, so that customs can immediately check whether the relevant taxes have been paid.
The Trustcode system offers brand-owners a slew of options. Basic functions are product identification and tracking the flow of goods to protect from counterfeiting, and grey-market trade. The database is also capable of delivering much more information. Buyer scanning can be evaluated to draw conclusions on consumer behaviour. Customer data is collected in the database in anonymised form, and can be made available to manufacturers at any time.
With the option of adapting the Leonhard Kurz app to corporate design, brand-owners can make direct contact with customers, discover their preferences and obtain feedback on products. It is thus possible to learn more about the needs of buyers in order to adapt product offering accordingly.
Reward programmes can be advertised with the app, ensuring customer loyalty. Moreover, interesting cross-selling opportunities are available. Manufacturers are able not only to promote other offers, but also to promote sales indirectly, for example, with beverage recipes. Leonhard Kurz brand-enhancement concepts target functional aspects as well as high aesthetic value. Visual countermarks act not only as identifiers and quality labels, but also as appealing eye-catchers and exclusive design elements.
Leonhard Kurz has developed optically variable devices (OVDs) that are difficult to counterfeit while also being decorative. In addition to countermarks, holographic designs with special, attention-grabbing spatial effects are available.
Leonhard Kurz's latest holographic designs with special 3D effects are Deep Lens and Spatial FX. Whereas the former has an amazing depth effect, the latter seems to emerge from space. Both designs are meant to throw a special spotlight on trademarks such as logos, emblems and key visuals. With targeted implementation of such elements, brand-owners can visually enhance their brands, rendering them unmistakable.
Consumers can call up a range of product information using Trustcode. In the beverage sector, this can include details on ingredients, video clips on the manufacture and origin of the ingredients, cocktail recipes and sources of supply.
Linking the Trustcode database to web shops makes ordering easy for consumers, and also gives them easy access to contests, discounts, special offers and samples.
Another bonus is the option of getting directly in touch with the manufacturer. Direct communication between branded companies and customers is a core Trustcode feature that highly benefits both sides.