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August 2005
How to Protect Your Wine's Packaging
Protecting your product's packaging and brand starts with identifying the legally protectable elements and securing protection at the outset.
by Katja Loeffelholz
What constitutes wine product packaging, or "trade dress," is an evolving concept. Originally, trade dress only encompassed the notion of how a product was "dressed" to go to market. Trade dress has expanded beyond packaging and labeling, and now encompasses all the aspects of a product's packaging: its shape and design, colors, sounds, smell, texture, as well as brand names. Trade dress may even include a product's marketing materials. Often a consumer will not remember all aspects of a pro...
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