It’Sugar is a sweet treats store in Broadway at the Beach (South Carolina, USA). An international franchising company that opened in 2006.
Since It’Sugar landed there, it’s been competing with another candy store that opened on Ocean Boulevard: I Love Sugar.
Last week, It’Sugar’s trademark attorneys filed a law suit against I Love Sugar, claiming, amongst others, trademark infringement.
According to It’Sugar their store concept is unique; it “broke the mold” from the traditional candy stores in the market in 2006. It markets to teens and twenty-somethings by combining “optimism, indulgence, irreverence, spontaneity, boldness, energy, fashion, fantasy, pleasure, color and fun.”
Allegedly, their competitor I Love Sugar uses the same marketing ideas and themes, and even uses the exact same contractors who helped create the “brand mojo” of It’Sugar’s Myrtle Beach store.
This is an interesting case: although the names are somewhat similar, it seems more about two stores with the same concept. And that’s what’s so hard about this: you cannot protect ideas, only the way these ideas have crystallised. But the IP attroneys from both sides will undoubetly sugar-coat it for their respective client.