Judgment of the General Court (Sixth Chamber) of 8 September 2021 –
Eos Products v EUIPO (Shape of a spherical container)

(Case T‑489/20)

(EU trade mark – Application for a three-dimensional EU trade mark – Shape of a spherical container – Absolute ground for refusal – Lack of distinctiveness – Article 7(1)(b) of Regulation (EC) No 207/2009 (now Article 7(1)(b) of Regulation (EU) 2007/1001))

1.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Assessment of distinctive character – Criteria

(Council Regulation No 207/2009, Art. 7(1)(b))

(see paras 28, 65, 67, 97)

2.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Assessment of distinctive character – Criteria – Perception of the trade mark by the relevant public – Attention level of the public

(Council Regulation No 207/2009, Art. 7(1)(b))

(see paras 31, 32, 34, 35)

3.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Three-dimensional trade marks consisting of the shape of the product itself – Distinctive character – Criteria for assessment – Shape in question being a ‘variant’ of the habitual shapes of the type of products concerned – Fact not sufficient to establish distinctiveness of the mark

(Council Regulation No 207/2009, Art. 7(1)(b))

(see paras 42-45, 83)

4.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Three-dimensional sign constituted by the shape of a spherical container

(Council Regulation No 207/2009, Art. 7(1)(b))

(see paras 49, 57, 69, 72, 75, 77, 84, 89, 92, 98)

5.      EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Exception – Distinctive character acquired through use – Criteria for assessment

(Council Regulation No 207/2009, Art. 7(3))

(see para. 86)

Re:

Action brought against the decision of the Fourth Board of Appeal of EUIPO of 8 June 2020 (Case R 2017/2019-4), relating to an application for registration of a three-dimensional sign constituted by the shape of a spherical container as an EU trade mark.

Operative part

The Court:

1. Dismisses the action;

2. Orders Eos Products Sàrl to pay the costs.