The plant-based food industry continues to grow worldwide as an alternative to animal products. This may present your business with several valuable opportunities to expand. This makes establishing a strong brand and protecting your intellectual property critical. This article will take you through four trade mark and branding tips for your New Zealand-based plant food brand.
1. Consider the Importance of Trade Marks
A trade mark refers to a sign that distinguishes your goods or services from others. Registering your mark gives you the exclusive rights to use it and also prevents others from using your mark or a similar one.
Trade marks can come in many different forms, such as:
- words;
- logos;
- shapes;
- colours; or
- combinations of the above.
For plant-based food brands, a trade mark is an essential part of brand identity and consumer trust. Given the competitive market stemming from an increased interest in vegan and vegetarian products, having a distinct and protected mark ensures your brand can maintain its unique position and avoid potential infringements.
2. Choose the Right Classes
Knowing what trade mark classes are relevant for plant-based food products is important. Trade mark classes refer to the classification of marks according to what goods or services they will be used for. These classes are also critical because they determine the scope of protection your mark will have.
For plant-based food brands, choosing classes that accurately represent your goods or services is important. Relevant classes for plant-based food brands might include:
- Class 29: This covers a range of meat products, as well as cooked fruits and vegetables, eggs, milk and milk products, oils and fats for food. This class includes vegan and vegetarian meat substitutes for plant-based brands, dairy alternatives like almond or soy milk and plant-based oils.
- Class 30: This class covers coffee, tea, cocoa, sugar, rice and other staple foods, such as bread. Plant-based brands might use this class for vegan baked goods, plant-based cereals and sauces.
- Class 31: This class covers agricultural, horticultural, and forestry products and grains not included in other classes. For example, raw ingredients used in plant-based products, such as fresh vegetables or seeds, will come under this category. However, if you are using existing raw ingredients in your products, this class may not apply to your business.
- Class 32: This class includes beers, mineral and aerated waters and other non-alcoholic beverages. Plant-based brands may include vegan beverages, smoothies and plant-based milk drinks under this class.
3. Create a Unique Brand Identity
Developing a unique brand identity is a great way to ensure that consumers recognise your brand. This will increase the value of your trade marks and reflect in the overall value of your business. Three key qualities an effective brand will have are:
- authenticity;
- visual identity; and
- consistency.
Firstly, authenticity is essential. You must ensure that your brand resonates with your target audience. This is especially important for you as a plant-based business, which is rooted in a strong sense of community and shared core values.
Furthermore, having a strong visual identity can make your brand more memorable. You should invest in professional design services to create a striking logo, packaging, and other trade marks that stand out on shelves and help visually convey your brand values.
Last but not least, is essential to have consistent branding across all platforms and products to build strong brand recognition. This is how existing consumers will remember you and how potential customers will become familiar with your brand.
4. Consider Certification Marks
Plant-based businesses should also consider certification marks. A certification mark is used to identify that your goods or services have particular qualities or characteristics. Relevant to your business, the New Zealand Vegetarian Society has a Vegan Certified trade mark that can be placed on product labelling. This can be a crucial asset for plant-based brands in New Zealand, as it signifies that your goods meet strict vegan standards. This will significantly enhance consumer trust and brand credibility in your products.
Getting this certification can be a lengthy process. First, you must submit an application to the New Zealand Vegetarian Society and provide details about your manufacturing processes.
Your application will then be reviewed. You may also need to provide samples of your products for testing to ensure compliance. If the goods meet the required standards, you will be granted the licence to use the Vegan Certified trade mark. You will also need to pay a licensing fee.
A key benefit of using the certification mark is that it is a recognised and trusted mark that helps consumers look for genuine vegan products. It can be used with your marks to help ensure customers that your goods adhere to specific ethical and quality standards.
Our free Trade Mark Essentials in New Zealand guide explains how to register and defend your trade mark registration.
Key Takeaways
The plant-based food industry continues to grow worldwide, making it more important than ever that your business has a strong brand with compelling, registered intellectual property. Some key trade mark registration and branding tips for your New Zealand-based plant food brand include:
- knowing the importance of trade marks;
- selecting the right trade mark classes;
- creating a unique brand identity; and
- considering certification marks in conjunction with your own trade marks.
If you need assistance registering trade marks for your plant-based food business, our experienced trade mark lawyers can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers to answer your questions and draft and review your documents. Call us today on 0800 005 570 or visit our membership page.
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