10108357H010: a uniquely powerful anti-counterfeiting tool combining the visual intuitiveness and digital nature of QR codes with the secure optical properties of analogue holographic security markers.ClosedCollaborative R&DInnovate UKH010 is a uniquely powerful anti-counterfeit measure providing a hyper-secure digital authentication and identification service for any item it is attached to. It is the only security product that combines the visual intuitiveness and digital nature of QR codes with the secure optical properties of analogue holography. The security device itself is a multi-layered holographic marker that can contain encrypted optical information relating to the unique ID of each and every marker. Unlike current-state-of-the-art alternatives, H010's unique and patented production technique means it is near impossible to forge, or reverse engineer. To authenticate, H010 markers are scanned and validated using any smartphone via a proprietary web-app. This online experience doesn't require any app download; a white-label approach permitting brands to link authenticated products into 3rd party online experiences. The H010 code serves not only as an authentication method combating counterfeiting, but also functions as a gateway enabling consumers who scan it to delve into immersive experiences with their preferred brands, surpassing their expectations of what they thought of the brand before. Facilitating such interactions creates a novel connection between consumers and brands, reinforcing consumer trust whilst ensuring product safety. This project finalises development, allowing H010 to deliver immediate impact in how brands cope with the fight against counterfeiting. Welcome to a phygital future.