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Jaden Smith’s Boxed Water Brand Sues Vegan Mayo Startup Over Its Logo
By Kylie Woon, 07 Aug 2017
Celebrity-backed boxed water brand JUST Water is suing ‘clean eating’ brand Eat Just over logo and brand name similarities, W Magazine reports.
JUST Water boasts a star-studded group of investors, including Queen Latifah, Lionel Richie, and Will, Jaden, and Jada Pinkett-Smith. The brand claims that 5-year-old Eat Just has violated a 2014 contract stipulating the company must stick to its smaller, cursive font for the word ‘just’ to preserve a distinction between the two brands.
However, Eat Just changed its logo to a sans serif font, sparking concerns of brand confusion as both brands are expanding to other socially conscious consumable products—JUST Water is looking to produce flavored water, while Eat Just sells products with names such as Just Mayo, Just Cookies and Just Dressings.
W Magazine describes the suit as being primed to be juicy, big-screen drama: “The beloved celebrity scion versus the obscure startup; the roster of good guys versus super villains.”
Indeed—whether or not JUST Water has legitimate reasons to sue, the public is likely to view the suit to be just as much about the ‘big guy’ VS the ‘little guy’ as it is about branding and logo design.
Read the whole article here.
[via W Magazine, opening image a composite by DesignTAXI via Just Water, and Eat Just]
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