Brand protection is the key to sweet success.
Since 1991 the Original Foods Baking Co. (formerly Original Foods) has been satisfying Kiwi taste buds with its delicious range of baked goods.
Original Foods Baking Co.’s (OFBC) cakes, muffins, slices and donuts are found in leading supermarkets across the country as well as exported to the Cook Islands, Samoa and Australia.
The proudly New Zealand owned and operated family business sources and utilises fresh, local ingredients wherever possible including 100% New Zealand butter, cream, milk, cream cheese, fresh eggs, chocolate and freshly squeezed lemon juice.
Mmmm…makes you hungry just reading about it, doesn’t it?
With over 20 years in business, the team at Original Foods decided a name and logo change was in order to better reflect the company’s range of quality, freshly baked goods and contemporary brand personality.
The new brand comprised the words Original Foods Baking Co., building on the success and recognition of the original brand, Original Foods.
It seemed unlikely we’d be able to register Original Foods as a word mark for the goods, as it would be seen as too descriptive. We filed for a stylised word version, and also the cheeky monkey character which comprises OFBC’s packaging and labelling, to create a level of distinctiveness. We had to search for the brand name and the monkey logo individually to ensure there was no conflict with any other registered or unregistered rights.
Additionally, with a new product range launching into the market, OFBC wanted to secure trade marks for its ‘Bite Me’ range. We conducted an extensive brand search and saw that the trade mark had been registered. Digging deeper, the Australian based company who owned the trade mark was not using it. So the team got to work negotiating for the Australian and New Zealand trade mark to be assigned to OFBC – with success!
We now undertake trade mark watching services for OFBC to ensure the company can continue to protect their registered rights for the ‘Original Foods’, ‘Original Foods Baking Co.’ and ‘Bite Me’ trade marks.
“James & Wells helps Original Foods Baking Co. to protect our brands and intellectual property, offering advice on trademarks and completing trade mark watch services. As a medium sized, wholesale baking business that exports internationally this is a vital element of our business. With James & Wells we have found a firm that understands our market and has extensive knowledge of the food and beverage sector. Our recent rebranding has seen us work closely with the firm to ensure our Original Foods Baking Co.’s brands and products are protected well into the future.”
Jane Mayell, Managing Director, Original Foods Baking Co.