By Erin Judge, managing editor, PostPress
Throughout its 43-year history, Hatteras, based in Tinton Falls, New Jersey, has grown by staying committed to evolving alongside its clients – continually investing in new technologies, expanding its capabilities and finding innovative ways to add value to its print and marketing programs. Its most recent investment in the Harris & Bruno ZRX Digital Embellishment System, which applies spot UV coatings, digital foils and tactile textures without the need for traditional dies or plates, inspired the company to create its Digital Embellishment Sample Kit. The kit, which recently was awarded Gold for “Best Use of Digital Embellishments – Selection Guide” at FSEA’s 33rd annual Gold Leaf Awards, was designed to introduce customers to the creative possibilities of Hatteras’s newest digital embellishment technology.
“This sales tool provides a hands-on demonstration of how personalized foil, raised coatings and specialty textures can transform a wide variety of printed materials into memorable brand experiences, opening the door to new levels of creativity, personalization and production efficiency,” said Michael Noerr, chief marketing officer for Hatteras.
The kit consists of an outer carrier that holds seven distinct inserts, each highlighting a different capability of the Harris & Bruno ZRX Digital Embellishment System. The carrier was printed four-color process on the company’s Heidelberg Speedmaster XL 106 with UV matte coating on 24 pt Proto C1S; KURZ Light Line Laser digital foil then was applied using the ZRX Digital Embellishment System. Concealed magnets within the outer carrier create a premium opening and closing experience that complements the high-end look and feel of the piece. “This subtle enhancement reinforces the overall quality and attention to detail showcased throughout the sample kit,” commented Noerr.
Designed in-house by Hatteras’s graphic design team in collaboration with the prepress department, the inserts showcase a striking collection of high-impact sea-themed imagery. According to Noerr, “This partnership between teams ensured every embellishment effect was engineered for optimal production while accurately showcasing the capabilities of the digital embellishment system.”
Each insert was digitally printed on the company’s HP Indigo 100K digital press using 12 pt Tango C2S stock, then enhanced on the ZRX Digital Embellishment System with varying combinations of coatings and embellishments to emphasize different elements of the sea imagery:
The octopus image features an overall matte UV coating to create a smooth, non-reflective surface. In a single pass, clear spot gloss embellishment also was applied to add texture and tactility to the octopus’s tentacles.
The mandarin fish insert combines a matte UV coating with KURZ 391 blue digital foil and clear spot gloss embellishments to create rich visual contrast, highlighting the fish’s vibrant blue and orange pattern.
The compass and seahorse inserts were enhanced in a single pass on the ZRX Digital Embellishment System with a combination of soft-touch aqueous coating and raised clear spot gloss enhancement – bringing attention to key design elements while creating an element of texture.
Printed with a rich black background and flooded with a matte UV coating, the turtle pattern insert features KURZ 362 black digital foil for a luxurious, metallic accent. Clear spot gloss embellishment then was added in a second pass for even further contrast.
To enhance the texture of the loggerhead sea turtle, matte UV coating and raised clear spot gloss enhancement was combined with an additional layer of matte UV – creating depth and dimension that rivals embossing.
Finally, the anchor image features matte UV coating and KURZ Matte Alufin (Silver) digital foil to create a subtle, metallic look.
As the first commercial printer to invest in the Harris & Bruno ZRX Digital Embellishment System, Hatteras had to work through various challenges throughout production of the sample kit in order to maximize the technology’s capabilities while achieving the highest print quality.
“We invested time testing different embellishment combinations and developing precise machine recipes,” said Noerr. “Certain effects behave differently when combined than when used independently – for example, soft-touch coatings with foil, or matte AQ coatings with raised spot gloss.”
Additionally, the Hatteras team discovered that each foil manufacturer requires different application temperatures to achieve optimal adhesion. It also experimented with several combinations of large flood-coated areas and intricate hairline details to maximize the visual impact of every effect.
“This hands-on test-and-learn process not only resulted in an award-winning sample kit but also established production standards and best practices that subsequently have benefited customer projects that utilize our digital embellishment technology,” commented Noerr.
The initial production run of 500 digital sample kits was quickly distributed by Hatteras’ sales team, generating strong customer interest and initiating conversations about new applications for digital embellishments.
“Customer response has been overwhelmingly positive,” said Noerr. “These conversations have led to several live production projects that showcase innovative applications of our digital embellishment technology.”
Due to the demand, Hatteras already is producing a second-generation version of the kit that will showcase creative yet practical applications of digital embellishments across packaging, direct mail, marketing collateral and other print formats – highlighting the company’s new logo and branding, which were introduced in spring 2026.
For more information, visit www.hatteras.us.