A Brazilian specialty coffee shop inspired by Japanese culture
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 Coffee ザ・コーヒー draws inspiration from Japan’s dynamic coffee culture. The founders' admiration for Japanese culture, and their extensive travels in the region, have significantly influenced their business concept, resulting in a fusion of Japanese aesthetics and simplicity with Brazilian coffee culture. The brand aims to bring the quality “coffee-to-go” culture found in Japanese pavement coffee houses to Brazil, emphasizing quality and perfection.
Based in São Paulo, Brazil, The Coffee ザ・コーヒー has already opened 14 coffee shops and established a presence in Austria, Brazil, Chile, Colombia, France, Mexico, Peru, Portugal, Puerto Rico, Spain, Thailand and the United Arab Emirates.
Join us as we explore The Coffee ザ・コーヒー's trademark journey, from protecting its brand identity to facilitating franchise opportunities in diverse markets.
Signature coffee recipes developed by renowned baristas
The Coffee ザ・コーヒー's menu stands out for its simplicity and uniqueness, offering specialty coffee and drinks that are both spectacular and exclusive.
Some beverages, like the “Black Ginger” or “Pure Black” (espresso) gourmet coffees, are unique to their shops.
The drinks are developed by specialists and renowned baristas, who continually innovate and improve the menu.
The Coffee ザ・コーヒー uses high-quality, sustainably sourced coffee beans from Brazil and Colombia. They employ different roasting methods tailored to each type of coffee.
The Coffee ザ・コーヒー's “kraft edition” features the Kyoto Microlot from Mantiqueira, MG, Brazil. This specific bean is grown at an altitude of 1,180 meters at Sitio Springs Beautiful, using a slow drying process in the yard. Roasted to a medium level and scoring 87 points, it has sensory notes of Malbec wine, yellow fruits, citric and tartaric acidity, liqueur, ethyl body (non-alcoholic), and a prolonged aftertaste.
A self-service coffee shop for a seamless coffee experience
The Coffee ザ・コーヒー have revolutionized how they serve coffee, and how they connect with their customers.
Technology is a cornerstone of their commitment to enhancing customer experience. They have seamlessly integrated intuitive tablets and mobile apps into their services, enabling customers to place orders and make payments online. For The Coffee ザ・コーヒー these digital tools serve as more than just transactional devices; they are portals to a world of convenience, personalization, and customer engagement.
Through their mobile app, customers can explore The Coffee ザ・コーヒー's menu, customize their orders, and even pre-order their favorite beverages for pickup.
Moreover, the app serves as a loyalty hub, rewarding frequent visitors with exclusive discounts, special offers, and personalized recommendations based on their past purchases and preferences.
Leveraging intellectual property to nurture brand recognition and trust
The founders of The Coffee ザ・コーヒー are vigilant towards competitors attempting to replicate their concept and potentially harm their business reputation or customer confidence. Proactive protection of their intellectual property (IP) is not only central to their legal strategy, it is also helping them position themselves as a market influencer.
Led by Ana Clara Alves Ribeiro and Mariana Pereira de Souza Chacur from the renowned Brazilian law firm of Baril Advogados Associados, The Coffee ザ・コーヒー's legal team ensures that the brand's unique identity is robustly protected and nurtured through trademark registration and copyright safeguards.
They have also extended protection into the digital realm, diligently securing copyright for The Coffee ザ・コーヒー's app, effectively preventing any unauthorized replication or misuse. This proactive approach to IP protection is a testament to The Coffee ザ・コーヒー's dedication to maintaining the highest standards of quality and innovation.
Minimalist Japanese-style coffee brand, a mark of authenticity
The Coffee ザ・コーヒー's logo reflects cultural fusion in both English and Japanese, symbolizing the blending of Brazilian coffee expertise with Japanese design principles.
The company’s path to trademark registration has not been without its hurdles. Despite the brand's inherent uniqueness, trademark offices in various jurisdictions have raised concerns about the mark's perceived commonality.
In response, the legal team has adopted an innovative strategy, highlighting the deliberate choice behind The Coffee ザ・コーヒー's minimalist branding.
Through a combination of persistence and ingenuity, they aim to persuade trademark offices to recognize the mark's individuality, paving the way for global recognition.
Importantly, their legal approach is holistic, emphasizing the collective impact of the words and design that make up the mark, rather than viewing them as separate elements.
Becoming a global coffee chain with the help of WIPO’s Madrid System
When The Coffee ザ・コーヒー's founders learnt about WIPO’s international trademark system – the Madrid System – they jumped at the chance of streamlining the process of applying for cross-border protection of their trademark, and in turn accelerating their international expansion.
"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
By filing a single application in one language and paying one set of fees in one currency, they were able to seek protection of their brand in all twelve of their target markets simultaneously.
The Coffee ザ・コーヒー's legal team tailored their trademark strategy to align with any local regulations in the targeted Madrid System Members to ensure swift expansion into these new territories.
The Coffee ザ・コーヒー has so far successfully leveraged the Madrid System to safeguard its brand identity – and ensure resonance with consumers – in the European Union, Mexico, Switzerland, and the United Arab Emirates. Protection is pending in Armenia, Australia, Canada, Chile, Malaysia and Thailand.
Expanding through franchising to cater for more coffee lovers
As The Coffee ザ・コーヒー explores franchise opportunities, their legal team provides comprehensive support, addressing challenges and securing IP rights in new markets. Their client-centric approach aligns legal strategies with the brand's expansion goals, fostering collaboration and ensuring legal considerations support growth.
Connecting over gourmet coffee in the physical and virtual world
Looking ahead, The Coffee ザ・コーヒー plan to further enhance their app to include barista appraisals and customer feedback. They also plan to openi a premium store with a brunch menu. This model store will serve as a prototype that they can then adapt to the needs of their existing markets.
And they will continue to develop their digital presence to foster a sense of community and connection among coffee lovers.
"Through social media integration and digital forums, customers can share their coffee experiences, exchange recommendations, and engage with the brand on a more personal level. Whether it's posting a photo of their latte art or participating in a virtual coffee tasting event, customers will share a sense of belonging and camaraderie that transcends the physical coffee shop experience."
The Coffee ザ・コーヒー
As they set their sights on new horizons, The Coffee ザ・コーヒー stands poised to tackle any challenges that lie ahead, ensuring that their unique flavor will continue to captivate coffee lovers all over the world.
You can find out more about The Coffee ザ・コーヒー's international trademark registration in Madrid Monitor available under eMadrid.
More about the Madrid System
The Madrid System is a convenient and cost-effective solution for registering trademarks in up to 130 countries by filing one application and paying one set of fees.
