Holographic Label Provides Jewellery Security

Payne Security's ability to offer bespoke brand protection products has enabled couture jewellery designer Rodrigo Otazu to provide an effective means of identifying his products.

Payne Security's ability to offer bespoke brand protection products has enabled couture jewellery designer Rodrigo Otazu to provide an effective means of identifying his products without compromising on his fashionable brand image.

An ex-fashion model, Rodrigo Otazu's move in to jewellery has been embraced by a number of celebrities, including Britney Spears, who have worn his designs.

The brand's success has not gone unnoticed by counterfeiters and when fake Otazu jewellery began to appear in non-authorised outlets, such as market stalls and eBay, the company decided to find a way of authenticating genuine products.

Payne Security said that the key criterion was to ensure that its solution to the problem complemented the aesthetics of the Otazu brand and Payne Security worked closely with Otazu to choose an appropriate product.

A holographic label was seen as an ideal choice as it is both easily authenticated by the customer and can contain a number of sophisticated security devices that are difficult for counterfeiters to replicate, claimed the company.

The 2D or 3D holographic label features the Otazu heart trademarks to enhance point-of-sale branding.

Additional security features include microtext and a series of hidden images that require a specific decoder lens to view, as well as VOID release for tamper evidence and prevention of re-use.

The holographic labels are integrated within the swing tags attached to the products.

The project, which marks Payne Security's first move in to providing brand protection for fashion products, demonstrates the dual advantage of a security product, said Payne.

Simon Wildash, head of marketing at Payne Security, said: "Not only does an authentication device help to distinguish genuine jewellery from counterfeit products but a well-chosen design can help to support and position the brand image." He added that it is a particularly important factor for a fast-growing brand such as Otazu, which is looking to expand in to new markets.

"An integrated solution will enable consumers to associate the holographics labels with the Otazu name, giving them the confidence that they are buying genuine branded products," explained Wildash.

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