Trademarks or Trade Mess | Josh Merrell, Chris Connors, Cassandra Moore, Farah P. Bhatti

Josh Merrell (Creative Director, Savory Fund) brings together Chris Connors (Co-Founder, Bonrue), Cassandra Moore (Art Director, Savory Fund), and Farah P. Bhatti (Shareholder, Buchalter) to explore the critical, but often overlooked—world of trademarks. Through firsthand stories, expert insights, and creative strategies, they reveal how trademarks sit at the intersection of legal protection, brand identity, and company culture.

Chris shares his cautionary tale of building Farmstead Bakery without securing trademark protection, only to face a costly name change when expansion revealed the mark was already registered. Cassandra highlights the creative process of rebranding to Bonrue, emphasizing how customer transparency and community involvement can turn a potential setback into an opportunity for deeper loyalty. Farah explains the legal nuances, from wordmarks and logos to trade dress and international filings, offering clear guidance on how operators can safeguard their most valuable intangible assets.

The conversation also covers practical advice for small brands on balancing originality with practicality, managing costs, and protecting menu items, packaging, and even catchphrases. Together, the panel underscores why trademarks are not just legal technicalities but foundational tools for scaling, protecting, and building long-term brand value in the restaurant industry

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