ID Shield project aims to fight the counterfeit and frauds in trade through an hybrid technology based on blockchain and in-flight encryption on cloud servers. It ensures the products' digital traceability and authenticity along the whole value chain, involving producers, retailers, and consumers as well, including the transactions among them.ID Shield would allow to cut off sales of counterfeited goods in the primary market, which represent direct losses for the company, as well as to ensure their authenticity in the secondary market in favor of the consumers. Moreover, the brands' exclusivity would be preserved leading to significative positive effects on the brand reputation.The service relies on a distributed blockchain-based infrastructure characterized by adaptability, easy implementation, reliability and security due to a proprietary centralised management system coupled with the impossibility to alter the information stored into the network. The system is integrated along with a complementary distributed and private encrypted cloud system. The technology we developed represents the competitive advantage for ID Shield, compared to other anti-counterfeit systems, both physical and digital ones. Furthermore, it allows to maintain the costs low and fixed, together with a friendly user experience thanks to the apps and the comprehensive APIs for the software.