Protect your creative identity
In the land of lifestyle and fashion, intellectual property is more widespread than it might seem at first glance. Beyond fabrics and trends, there is a world full of valuable intangibles.
Protecting your creative endeavours is not just a luxury—it’s a necessity. Imagine your unique designs becoming iconic symbols that everyone recognizes and desires. With the right Intellectual Property protection strategies, you can turn your creative genius into a thriving empire.
Think about iconic names, logos and symbols or even sounds or colours associated with various brands – all of which are protected by trademarks. Use it and build a powerful brand presence with trademarks that resonate with your customers. Trademarks not only guard against imitation but also provide a beacon for fashion enthusiasts seeking authenticity.
And how can a product be protected?
Design protection safeguards the visual appearance of an item, which can refer to packaging, shape and surface. The elegance of your shoe designs, the allure of your handbag shapes—these deserve exclusive protection, preserving the unique aesthetics that define your brand.
Let’s not forget about copyright that can apply to various creative works and original expressions like original fashion designs or advertisements. This isn’t just about legal safeguarding – it’s about ensuring that your artistic vision remains exclusively yours, setting you apart from the crowd.
Proper protection measures will keep your company’s assets safe and impossible to copy or counterfeit.
But it’s not just about protection – it’s about possibilities. It’s about leveraging your intellectual property to negotiate partnerships, collaborations, and licensing deals that propel your brand to new heights.
In the ever-evolving world of style and fashion, IP protection isn’t just a strategy—it’s your runway to success.
IP that jumps off the shelves
Trade marks
- Product names
- Logos
- Symbols
- Taglines
- Slogans
- Visual identity
- Sounds
- Jingles
Designs
- Product packaging
- Bottles and containers
- Clothing patterns
- Jewelry
- Toy shapes
Copyright
- Advertising and marketing materials
- Labels and graphics on product packaging
- Recipes and formulas
- Websites
- Videos
Patents
- Food processing techniques
- Cosmetic and personal care product innovations
- Packaging innovations
- Household cleaning solutions
- Product delivery systems
Licensing, NDAs, Franchise.
- Preserving the confidential essence of green innovation.
- Proprietary algorithms for optimizing solar panel efficiency
- Unique formulas for creating zero-waste products
We make IP fashionable
At Basck we understand your companies’ unique needs and craft tailored solutions to protect your intellectual property effectively. Our team of experts will guide you through the various options available. From registering trademarks to safeguarding your brand’s identity, protecting eye-catching designs with design rights, patenting the technology behind your production process to securing copyrights for your marketing materials, we’ve got you covered. Let us be your partner in protecting and maximising the value of your intellectual property.
Our experience working with top brands in the fast-moving consumer goods (FMCG) industry has given us invaluable insight into the unique challenges and opportunities facing companies like yours. We understand that each brand has its own identity, vision and creative expressions that deserve the utmost protection.
Our recommendations go beyond mere legal protection – they are designed to increase the value and competitiveness of your business. With comprehensive intellectual property protection and strategy, you gain a significant advantage in attracting investors, partners and customers who appreciate the value of a well-protected brand.
FAQ: Intellectual Property for FMCG
What is FMCG IP protection?
FMCG intellectual property protection covers the assets that define your brand, and keep it defensible in a highly competitive market. That means trade marks for names and logos, design rights for packaging and product appearance, copyright for marketing materials, and trade secrets for formulations or processes you would rather keep confidential.
In the world of fast-moving consumer goods, margins are tight and buying decisions happen in seconds – often based on nothing more than a familiar name or a recognisable pack. Brand recognition drives the sale. That is why IP protection matters here in a very practical way: it stops your packaging from being mimicked, prevents your product name from being confused with a cheaper lookalike, and protects the brand equity you have built as you expand into new markets or retail channels.
Building an intellectual property portfolio in the FMCG sector also has a broader business impact. It increases your company’s market value, strengthens your position with investors and partners, and gives you control over how your brand and products are used – including through licensing agreements that open additional revenue streams.
In a sector where products are easily replicated, the right combination of these tools is what separates a brand from a commodity.
Can licensing help grow an FMCG brand?
Yes. Licensing lets you expand into new markets or product categories without taking on the operational complexity that usually comes with it. Third parties produce or sell products under your brand name, within conditions you define – territories, quality standards, pricing. You retain ownership and generate royalty income or licensing fees in the process.
The one hard requirement is that your FMCG IP is properly protected before you start. A licensing agreement is only as strong as the rights behind it. If your trade marks are not registered in the relevant markets, enforcing the terms – or stopping a licensee from going off-script – becomes significantly harder.
Why is intellectual property important in the FMCG sector?
In FMCG, products often look and function similarly. What sets them apart is branding – and branding is built on IP. A registered trade mark protects the name and logo customers recognise, and over time, that recognition builds trust and loyalty that is genuinely hard for competitors to replicate.
Strong FMCG IP also works as a defensive layer. Design rights stop competitors from mimicking your packaging. Trade mark registration gives you grounds to act against copycat products or misleadingly similar branding before they erode your market position. And when it comes to retail listings, distribution deals, or partnership negotiations, a coherent IP portfolio signals that your brand is protected and built for the long term – which supports premium pricing and gives you real leverage at the table.
How can intellectual property protect an FMCG brand?
Each type of FMCG IP right covers a different part of your brand:
- Trade marks protect names, logos, and product identifiers – the elements customers use to find and recognise you on the shelf
- Design rights cover the visual appearance of packaging and product shapes
- Copyright applies to creative and marketing assets
- Trade secrets safeguard recipes, formulations, or sourcing strategies that give your product its edge – and unlike patents, they do not require disclosure
The value lies in combining them. No single right covers everything, and gaps in protection are where imitators operate. A coordinated IP strategy makes imitation harder, gives you stronger grounds for enforcement, and ensures that what makes your brand distinctive stays yours.
Your IP Attorneys
Katarzyna Wit
European Trade Mark & Design Attorney, Manager of Scandinavia Operations and Wrocław Office
John Hård
European Patent Attorney
Göran Gustavsson
Swedish Patent Attorney
Dr Magdalena Domoń
European Patent Attorney
Paulina Zarycka
European Trade Mark & Design Attorney, Polish Patent Attorney
Bianca Peachey
Of Counsel
Katarzyna Wit
European Trade Mark & Design Attorney, Manager of Scandinavia Operations and Wrocław Office
- Wrocław, Poland
Kasia is a Polish Patent Attorney and EUIPO Professional Representative operating in Wroclaw, Poland. Kasia works on projects related to trade marks, designs, as well as oppositions and negotiations. She conducts IP audits and advises clients on strategies for obtaining IP protection and sustainable inventions. Kasia is the manager of Wroclaw office and coordinates work at Basck Scandinavia. Prior to joining Basck, Kasia worked as a legal communication specialist at Credit Suisse and in court & enforcement proceedings at Noble Bank S.A. Kasia holds a Master in Laws from the University of Wrocław.
John Hård
European Patent Attorney
John is a European and Swedish Patent Attorney with over 20 years of experience in various IP roles. John has substantial experience in patenting software, control systems and user interface technologies. He prepares and prosecutes patent applications primarily in the telecom disciplines and computer science disciplines, as well as in mechanical disciplines. As a tutor John has extensive practice in training patent engineer staff, project team leaders and managers in patent matters and also has substantial experience in conducting workshops and project reviews for identifying inventions and for developing design around solutions.
Göran Gustavsson
Swedish Patent Attorney
- Lund, Sweden
Göran is a European and Swedish patent attorney and the head of Basck Scandinavia. He has more than 30 years experience of helping companies with their patent portfolios, IP commercialisation and strategic development of innovation. Göran with Gipon Konsult AB joined Basck in May 2019. Göran previously worked as a Business Support Manager in Awapatent AB.
Dr Magdalena Domoń
European Patent Attorney
Magda is a Polish and European Patent Attorney, specialising in intellectual property protection in the fields of life sciences, biochemistry, and bioengineering. She works with both domestic and European patents, handling processes related to obtaining and enforcing patent rights. With extensive scientific knowledge and experience in intellectual property, she supports clients in securing innovation and developing effective patent strategies. She holds a PhD in Biochemistry from Université Lyon 1 and the Nencki Institute of Experimental Biology.
Paulina Zarycka
European Trade Mark & Design Attorney, Polish Patent Attorney
- Warsaw, Poland
Paulina Zarycka is a Polish Patent Attorney and an EUIPO Professional Representative with expertise in trade mark oppositions and invalidation proceedings, trade mark and design filings, IP clearance searches, coexistence agreements, and patent validations in Poland. She has contributed significantly to successful trade mark coexistence agreements between Polish SMEs and major European companies. She helps clients identify which inventions, names, or designs may require protection and align their IP strategy with future plans, emphasising practical and cost-effective guidance. Paulina holds a Master of Law degree from the University of Wrocław and a Bachelor’s in Romance Philology from the University of Warsaw.
Bianca Peachey
Of Counsel
- New York, US
Bianca is a passionate advocate and dedicated corporate counsel with deep experience across global IP, technology, and innovation. She has built patent practices for Global 500 brands, advised on M&A involving intellectual assets, designed legal process outsourcing solutions, and was part of a leading international IP law firm. Bianca began her career in a neuroscience discovery lab before joining the University of Oxford’s Technology Transfer Office. She has since worked across the patent ecosystem - leading an offshore LPO IP team, designing patent analytics services for CPA Global, supporting IP-related M&A at Thomson Reuters, to her time at Marks & Clerk LLP. Before building an award-winning patent practice at Starbucks, she served as Associate Vice President of Patents at L Brands (parent of Victoria’s Secret, Pink, and Bath & Body Works). Bianca’s approach is rooted in science, strategy, and commercial impact. Bianca's practice spans portfolio development, litigation management, negotiation and settlement strategy, creative anti-patent troll defences, and trade secret programs. A member of the Chartered Institute of Patent Agents, Bianca secured the first USDA Plant Variety Protection for coffee seeds by a U.S. company and was named among the WIPR Diversity & Inclusion Top 100 (2025).
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