Understanding the Value of Metallized Paper 

Jessica, based on your experience, which types of packaging benefit most from metallized paper today? 

“At Eurostampa, we work extensively with premium products, and most of the metallized labels we produce are for spirits and chocolate. This type of material offers clear advantages for brands if they are looking for a cost saving: it delivers a high-impact, premium appearance without the need for overly complex finishing techniques — something that is increasingly valuable from both design and production perspectives.” 

What are the most compelling benefits of metallized paper for packaging? 

“The main advantage is its creative flexibility. Metallized paper enables us to achieve a variety of finishes, such as metallic, matte, and glossy, within the same project. Replicating these effects with traditional substrates often requires multiple tooling processes, which increases cost and complexity.” 

Technical Advantages That Deliver 

From a technical standpoint, which characteristics do you value most in metallized paper? 

“One of the most important features is its opacity, which is especially important when designing for transparent bottles where light protection is essential. Beyond that, however, metallized paper unlocks a broad spectrum of visual effects. You can create sophisticated metallic tones, gradient transitions, and pearlescent contrasts—often in a single print pass. This allows us to deliver exceptional results quickly and efficiently, which is a significant benefit in high-volume production.” 

When is metallized paper the preferred choice over other materials? 

“It’s particularly effective when the design includes extensive metallic areas or when the brand wants to achieve a bold, highly reflective look. In these cases, metallized paper outperforms standard paper in terms of vibrancy and visual presence.” 

Are there cases when other materials are a better fit? 

“Yes, when the desired aesthetic is more tactile, natural, or craft-inspired, we typically use textured or uncoated substrates. These materials communicate values such as authenticity and minimalism, which are important to many artisanal or eco-conscious brands.” 

A Strategic Tool for Premium Brands 

How can metallized paper enhance brand strategy, particularly within the beverage and spirits industry? 

“Metallized paper plays a vital role in reinforcing a coherent and elevated brand image. The elegance and brilliance of metallized finishes benefit not only labels, but also premium boxes and secondary packaging. These materials communicate quality and sophistication at first glance, supporting a seamless consumer experience.” 

Can metallized paper play a role in anti-counterfeiting? 

“While it can make a product more visually distinctive, metallized paper is not a standalone solution for brand protection. Today's counterfeiting threats require integrated security technologies that go beyond substrate choice.” 

When would you recommend metallized paper to a creative agency developing a new brand identity? 

“The decision largely depends on the design vision and available budget, but metallized paper is an excellent choice for projects with complex, layered designs. Its ability to deliver stunning visual results without requiring advanced print embellishments makes it a highly efficient option, especially when multiple metallic effects are desired.” 

Looking Ahead: Packaging with Purpose 

What are the major trends that will shape the future of packaging? 

“I’d highlight two key themes: sustainability and digital connectivity. Packaging is evolving beyond its traditional role on the shelf; it’s becoming an extension of the product experience. Labels are now storytelling tools that engage consumers well beyond the point of purchase. At the same time, environmental awareness is growing, and brands are expected to make more responsible choices.” 

We would like to thank Jessica for sharing her technical expertise and for illustrating how the right material choice — in this case metallized paper — can better meet the creative and operational demands of premium brands. 

Her reflections are a reminder that, as the industry places growing emphasis on both environmental responsibility and brand experience, materials like metallized paper are being re-evaluated through a more strategic lens. Jessica Liffredo’s insights highlight how metallized paper is not only a creative enabler but a strategic asset—supporting brand storytelling, technical performance, and sustainability goals. Metallized paper also offers tangible operational benefits: although it is sometimes perceived as less sustainable, FSC®-certified options are available, and its visual impact allows brands to reduce finishing steps, resulting in fewer machine passes, lower energy use, and less waste. This combination of creative potential, efficiency, and sustainability makes metallized paper a compelling solution for brands seeking to elevate their packaging while maintaining production performance. 

Eurostampa is a global leader in the design and production of high-end labels and packaging solutions for the wine & spirits, chocolate, food and beauty industries. Headquartered in Italy, the group combines craftsmanship, innovation, and advanced printing technologies to help premium brands stand out on shelf and connect with consumers. With six production sites worldwide and a strong customer-centric culture, Eurostampa delivers tailor-made solutions that blend aesthetic impact, technical performance and operational excellence.