Carlton United's new branding for Pure Blonde is likely to help it in any future trade mark protection or related legal action.
The new bottle and label design makes three changes. It has an embossed Pure Blonde crest in the glass, giving it a separate status as a brand. It has a central label which emphasises the word "Pure", having taken the crest out. It has a longer neck label that connotes premium and emphasises the word "Premium".
Through rebranding Carlton not only keeps its product's identity fresh and contemporary, it also strengthens its legal rights to protect its intellectual property.
When we last wrote about Pure Blonde in "Trade mark law strategy kept simple for blondes". On the right is the bottle with its original labels. The emphasis there too was on clever tactics with intellectual property, specifically, use of scope creep in the trade mark strategy for Pure Blonde.