Madrid System Story: Brewing Success – The Rich Aroma of The Coffee ザ・コーヒー

In the bustling world of coffee culture, “The Coffee ザ・コーヒー” stands out as a beacon of innovation and flavor. Founded in 2017 by the visionary Fertonani brothers—Alexandre, Carlos, and Luis—the brand has embarked on a mission to revolutionize Brazil's café scene.

The power of trademark protection

As a company, The Coffee ザ・コーヒー has always been very vigilant towards competitors trying to replicate their concept and potentially harm their business reputation and customer confidence. They jumped at the chance of using WIPO’s Madrid System to streamline the process of applying for cross-border protection of their brand and in turn accelerating their international expansion.

The Coffee ザ・コーヒー’s legal team has tailored their trademark strategy to align with local regulations in the Madrid System Members where they seek protection of their brand, ensuring swift expansion into these new territories.

"When we file trademark applications directly in local trademark Offices, there are many challenges related to documents, especially the power of attorneys, that need to be translated, notarized, and legalized. Some countries can be very severe with these requirements. Using the Madrid System is much easier."
The Coffee ザ・コーヒー

Today, The Coffee ザ・コーヒー has 250 coffee shops and an established presence in Austria, Brazil, Chile, Colombia, France, Mexico, Peru, Portugal, Puerto Rico, Spain, Thailand and the United Arab Emirates.

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