Case Study: Lindt’s Gold Bunny Trademark Saga

A chocolate bunny wrapped in gold foil should not be a legal thriller and yet it is. We follow the Lindt Easter Bunny across Europe’s courtrooms as judges wrestle with a high-stakes branding question: when does a familiar seasonal design stop being decoration and start functioning as a trademark that signals source, trust, and reputation? We break down how trademark law can protect more than names and logos, including product shape, color, and packaging, but only when distinctiveness is prov...