We want to share an ongoing issue involving Shenzhen Kexina Technology Co., Ltd. (深圳市柯西娜科技有限公司于, also known as Cocinare), based in Shenzhen, China. After we declined their charity partnership in early 2023, Cocinare started using a confusingly similar mark, “I’M A BARISTA,” causing significant confusion among the coffee community. They have not only infringed on our “I’M NOT A BARISTA” trademark but also misused images of well-known barista Daniele Carvalho Ricci without his permission by photoshopping their product into his photos and falsely presenting him as a brand ambassador.
Background and Timeline
- Charity Partnership Rejection: Cocinare approached us for a charity collaboration in early 2023, which we respectfully declined. Shortly after, they began using the mark “I’M A BARISTA” in China instead of the full trademark they applied for, “IAB & I’M A BARISTA.”.
Cocinare’s-Social-Media-Promotion-Using-the-“I’M-A-BARISTA”-Mark
- Trademark Infringement: Cocinare’s use of this mark has created confusion due to its similarity to our established “I’M NOT A BARISTA” trademark, diluting our brand identity and misleading our community.
- Unauthorized Use of Likeness: Cocinare photoshopped Daniele Carvalho Ricci’s image, replacing a Fellow kettle with their own product, and used it to promote their brand without his permission. Daniele has confirmed that he never agreed to be their ambassador.
Photoshopped Image of Daniele Carvalho Ricci Misused as Cocinare Brand Ambassador.
- Product Design Similarities: We also observed significant similarities between our MOMENTEM grinder and Cocinare’s products, raising further concerns about their business practices.
Cocinare’s-Essence-Go-Grinder-with-“I’M-A-BARISTA”-Branding
Packaging and user manual for Cocinare grinder featuring ‘I’M A BARITSA & I’m a barista.’ branding
Inadequate Response and Continued Misuse
After receiving a cease and desist letter from Daniele, Cocinare replied that they had removed all images and content featuring him. However, two weeks later on October 9 2024, our team found that his photos were still being used on their official Red Book page, and likely remain in physical product descriptions. They have not issued any official apology or made a public announcement to address this matter, despite the clear misuse of his likeness.
Continued Unauthorized Use of Daniele Carvalho Ricci’s Image on Cocinare’s Platforms on Oct 9th 2024
Misleading the Community through Free Products
Cocinare has been sending out free products to coffee influencers and professionals in exchange for online exposure on Instagram and YouTube. We believe many brands and individuals are unaware of Cocinare’s unethical practices and are unintentionally promoting a brand that has caused harm to others in the community. This is one of the reasons we felt compelled to make this announcement.
Our Response and Next Steps
With the guidance of legal professionals, we are actively addressing these issues in both the US and China. Our aim is to protect our community, promote fair practices, and ensure that our brand’s values remain intact.
What We Hope to Achieve
We believe in transparency and accountability. We urge the coffee community to consider these facts when evaluating collaborations and partnerships. We hope that the USPTO and relevant authorities will recognize these issues and take appropriate action during their review of Cocinare’s trademark application.
Thank you for your support and understanding.
I’M NOT A BARISTA team
