Jaden Smiths Company Sues Hampton Creek in Trademark Dispute

A bottled water startup co-founded by teen heartthrob Jaden Smith is suing Hampton Creek Inc . over a trademark conflict. The suit could jeopardize the Just Mayo maker’s efforts to reform its image after a long time of scandals.

Just Goods Inc ., which sells ocean in fully recyclable containers, allegations Hampton Creek changed its logos and marketing in a way that infringes an agreement the two companies signed in 2014. Just Goods alleges that Hampton Creek rewrote its brand to emphasize the word “just” after encountering legal or marketing difficulties in such courses of its business, according to a complaint in San Francisco state court filed about a month ago.

Hampton Creek declined to comment on the dres, which hasn’t been previously reported.

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The conflict stems from a change made to Hampton Creek’s website and package 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 lettuce, mayo and salad dressings made without animal parts, relabeled its products to prominently feature the new logo.

In its June 30 grumble, Just Goods said here brand revise transgresses the 2014 agreement. A contract, signed by Hampton Creek CEO Joshua Tetrick, stipulates that the food maker must adhere to a previous layout, with cursive and smaller font, unless it receives permission from Just Goods, according to the clothing. Just Goods uses an all-uppercase symbol that says “JUST,” while Hampton Creek’s is lowercase.

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Just Goods had expressed frustration to Tetrick in recent months that customers were mystifying the brands and inconvenience with the controversies surrounding the eggless mayo startup, said people familiar with the discussions, who requested not to be identified discussing ongoing legal matters.

Smith, a child starring who is the son of actors Will Smith and Jada Pinkett Smith, conceived the Just Water product in 2012 with Drew Fitzgerald, a former register label executive. Jaden Smith has said the product is better for the environment because the bottle is made from newspaper and sugarcane. Paparazzi have frequently captured the 19 -year-old toting Just Water bottles. Entertainers Calvin Harris, Lionel Richie and Queen Latifah are among those listed as consultants to Just Goods, which plans to introduce flavored liquors and healthy snacks this winter.

Hampton Creek touts a luminary roster of its own. The corporation has received endorsements or investments from billionaires, including Bill Gates, Vinod Khosla, Li Ka-shing and Peter Thiel. Hampton Creek has said music producer Russell Simmons is a supporter, and the bassist from No doubt was seen this year touring the company’s San Francisco headquarters. The six-year-old business has raised some $220 million from venture capitalists.

But Hampton Creek has been hit by a ripple of disagreement in the past year. It faced U.S. government investigations after Bloomberg reported last year on an attempt to buy back the company’s own products from stores, which created the appearing of heightened sales. Hampton Creek said the inquiries concluded without act. At least 15 executives and senior employees have departed in the past year. The startup currently being struggled to create funding, realized 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-1 7-559876, California Superior Court, San Francisco County( San Francisco ).