
Trader Joe’s alleges that Defendant Joes Wine Inc. d/b/a/Joe’s Wine Shop and Joe’s Wine Co. (“Defendant”) has infringed and diluted the Trader Joe’s Trademarks and Trader Joe’s Trade Dress by using, inter alia, the name “Joe’s Wine Co.”, circle-shaped logos, wood paneling, cedar planks on the walls, tropical/floral designs, handmade signs, red lettering on signage, and old-fashioned illustrations in connection with the displays, advertising, and promotion of Defendant’s wine shop at 113 3rd Ave, New York, NY 10003 (the “Wine Shop”).”
Plaintiff defines the non-textual elements of its trade dress in paragraph 30 of its complaint:
Rather than adopt an ordinary décor common to many supermarkets, Trader Joe’s has chosen to adopt a distinctive décor featuring a combination of elements, including, inter alia, cedar planks on the walls, hand-drawn and hand-painted signs and murals, and tropical and floral elements evocative of the South Pacific. Trader Joe’s also frequently uses imagery and iconography evocative of the late 1800s and early 1900s in its hundreds of stores, in the Fearless Flyer and other marketing materials, and on its website, including images of food and beverages in the style of decades-old lithographs or woodcut art. These distinctive design elements are referred to collectively as the “Trader Joe’s Trade Dress.”
Images from the Complaint:


Link to full text of Trader Joes v Joes Wine Shop complaint here.
From the Prelim Order:
Defendant is enjoined from:
(a) using the name “Joe” . . . ;
(b) using the term “Trader . . .;
(c) using any circle-shaped logos . . . ;
(d) using any red-colored lettering and logo elements . . .
(e) using any wood paneling, cedar planks, tropical/floral designs, handmade signs, old-fashioned illustrations, or other images evocative of the Trader Joe’s Trade Dress.
. . . Notwithstanding the above, Defendant may use the name “Joseph’s Wine Co.” and hardwood-colored flooring and countertops in connection with the operation, advertising, or promotion of the Wine Shop
Link to full text of Preliminary Injunction Order in Trader Joe’s v Joe’s Wine Shop here.