Pay up

It’s no surprise that the European trademark office concluded that the more than 80-year-old world brand Nescafé is well known. If you then adopt striking elements of this world-famous Nescafé logo in your new coffee brand logo, then you’re going to end up paying for it.



On April the 14th, EUIPO announced that consumers would quickly establish a link between the two brands. According to EUIPO, the Stepacafé trademark would receive an “unfair boost” because consumers would associate this trademark with the well-known Nescafé. And that’s not allowed. Stepacafé doesn’t get their registration. It makes sense, doesn’t it?

Striking elements of similarity in the Nescafé and Stepacafé designs


Bas Kist