KitKat
How a four-finger chocolate bar became a working example of what a shape trademark can and cannot protect.
The product that started the question
The KitKat bar is sold worldwide, and its segmented shape is one of the most recognised product designs in confectionery. That recognition is exactly why its owner has tried to protect the shape itself, not only the name and wrapper.
How the protection was pursued
Each stage below shows where a three-dimensional mark moves from an application to a contested right.
- Step 01
Filing the shape
The owner files the three-dimensional shape with a clear set of drawings, describing the bar as a product rather than a decoration.
- Step 02
Examination of distinctiveness
The registry asks whether the shape identifies one trader or is simply the ordinary form of the goods, and whether it adds anything beyond function.
- Step 03
Challenge by competitors
Rival manufacturers can oppose the filing or seek cancellation, arguing that the shape is generic or needed for the product to work.
- Step 04
Decision and scope
The final ruling defines what the registration covers, and the outcome often depends on evidence of consumer recognition in each territory.
Facts to check before filing a shape
- A shape mark must be shown in clear graphic form, with the same outline in every filing.
- Functional features, such as the grooves that let a bar be broken into pieces, are hard to register.
- Evidence of use and consumer recognition can carry more weight than the design alone.
- Protection is territorial, so the same shape can be treated differently in different markets.
For wider context, see the KitKat dispute overview and the IP glossary.
Why packaging matters too
Wrapper colours, typefaces and the red logo all work together to signal origin. Courts look at the whole presentation, so a shape claim is rarely judged in isolation.
Lessons for product owners
Any brand that relies on a product design should record its use, collect consumer evidence and watch for competitor filings early.
Read next
Explore the Nestle v Mondelez case, or return to the blog index for more trademark stories.