A bottled water startup co-founded by teen heartthrob Jaden Smith is suing Hampton Creek Inc. over a trademark dispute. The suit could jeopardize the Just Mayo maker’s efforts to reform its image after a long year of scandals.
Just Goods Inc., which sells water in fully recyclable cartons, claims Hampton Creek changed its logos and marketing in a way that violates an agreement the two companies signed in 2014. Just Goods alleges that Hampton Creek revised its brand to emphasize the word “just” after encountering legal or marketing difficulties in the course of its business, according to a complaint in San Francisco state court filed about a month ago.
Hampton Creek declined to comment on the suit, which hasn’t been previously reported. The conflict stems from a change made to Hampton Creek’s website and packaging in May. The company changed its web address to eatjust.com and the logo on the website to “just.” Hampton Creek, which sells cookies, cookie dough, mayo and salad dressings made without animal ingredients, relabeled its products to prominently feature the new logo.
In its June 30 complaint, Just Goods said the brand revision breaks the 2014 agreement. A contract, signed by Hampton Creek CEO Joshua Tetrick, stipulates that the food maker must adhere to a previous design, with cursive and smaller font, unless it receives permission from Just Goods, according to the suit. Just Goods uses an all-uppercase logo that says “JUST,” while Hampton Creek’s is lowercase.
The conflict stems from a change made to Hampton Creek’s website and packaging in May. The company changed its web address to eatjust.com and the logo on the website to “just.” Hampton Creek, which sells cookies, cookie dough, mayo and salad dressings made without animal ingredients, relabeled its products to prominently feature the new logo.
In its June 30 complaint, Just Goods said the brand revision breaks the 2014 agreement. A contract, signed by Hampton Creek CEO Joshua Tetrick, stipulates that the food maker must adhere to a previous design, with cursive and smaller font, unless it receives permission from Just Goods, according to the suit. Just Goods uses an all-uppercase logo that says “JUST,” while Hampton Creek’s is lowercase.
But Hampton Creek has been hit by a wave of controversy in the last year. It faced U.S. government inquiries after Bloomberg reported last year on an effort to buy back the company’s own products from stores, which created the appearance of heightened sales. Hampton Creek said the inquiries concluded without action. At least 15 executives and senior employees have departed in the last year. The startup has recently struggled to raise funding, saw its products pulled from shelves at Target Corp. and lost every member of its board except the chief executive officer.
The case is Just Goods Inc. v. Hampton Creek Inc., CGC-17-559876, California Superior Court, San Francisco County (San Francisco).
In its June 30 complaint, Just Goods said the brand revision breaks the 2014 agreement. A contract, signed by Hampton Creek CEO Joshua Tetrick, stipulates that the food maker must adhere to a previous design, with cursive and smaller font, unless it receives permission from Just Goods, according to the suit. Just Goods uses an all-uppercase logo that says “JUST,” while Hampton Creek’s is lowercase.
But Hampton Creek has been hit by a wave of controversy in the last year. It faced U.S. government inquiries after Bloomberg reported last year on an effort to buy back the company’s own products from stores, which created the appearance of heightened sales. Hampton Creek said the inquiries concluded without action. At least 15 executives and senior employees have departed in the last year. The startup has recently struggled to raise funding, saw its products pulled from shelves at Target Corp. and lost every member of its board except the chief executive officer.
The case is Just Goods Inc. v. Hampton Creek Inc., CGC-17-559876, California Superior Court, San Francisco County (San Francisco).
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