Finishing: Kurz Supports Brands in Their Move Upmarket

In a highly competitive market, where image plays a key role in differentiation, the German company Kurz has positioned itself as a major player in premium finishing. Through its decorative and technological solutions, the company helps brands enhance the perceived value of their products and create more impactful visual experiences.

For Caroline Delacour, Brand Protection Sales Manager at Kurz, the goal is to transform packaging or labels into truly premium objects. Finishing techniques therefore bring a more qualitative and emotional dimension to products. As a specialist in hot stamping, Kurz uses a printing technique based on transferring a decorative layer through the application of heat.

As Gilles Bonnet, France Sales Manager, explains, this technology offers many advantages: it creates metallic finishes and can be applied to a wide range of materials such as paper, cardboard, and plastic.

Beyond the traditional gold effect, the possibilities have greatly diversified. Brands can now experiment with a broad range of colors, matte finishes, embossed metallic effects, and holograms to strengthen their visual identity.

Initially reserved for very high-end products, hot stamping has gradually become more accessible. Kurz has helped democratize these techniques, making them available to a wider range of brands, including mass-market sectors looking to adopt more premium codes.