Thursday, July 24, 2025
Embellishment: Kurz, the partner of brands seeking to move upmarket
In a market where differentiation has become essential, the German company Kurz supports brands in their pursuit of visual enhancement. Interview with Caroline Delacour, Sales Manager for brand protection solutions (optical and digital), and Gilles Bonnet, Sales Manager for France (digital solutions, machines, and software).
In an increasingly saturated market, where every company strives to stand out, the appearance of a product plays a key role. How would you define Kurz’s business today?
Caroline Delacour: As a specialist in embellishment, our mission is to help brands create strong visual experiences. Concretely, we bring perceived value. Thanks to our products and solutions, a bottle, a case, or a label can instantly gain a premium dimension.
You are known for your expertise in hot stamping. What is the advantage of this technique for applying decorative, metallic, or colored effects?
Gilles Bonnet: Hot stamping is a printing process based on transferring a decorative layer via a die, under the effect of heat. Its main advantage is the metallic finish it delivers, while being compatible with various substrates such as plastic, paper, or cardboard. It is available in many color shades, can produce raised metallic effects, matte finishes, include holograms, etc.
Caroline Delacour: Originally, hot stamping was reserved for very high-end products — in fact, Kurz originally started as a gold beater — but we have succeeded in democratizing this technique, allowing more brands to access it. Even some private-label brands, especially in chocolate, have used hot stamping to give their products a more premium look!
Source: Industries Créatives