Tova Elneskog’s brand is forced to change its name – after the dispute with the giant company

“Risk of confusion.”

Fashion influencer Tova Elneskog has over 220,000 followers on Instagram and in January 2022 she founded her own brand Toélle. During the last year, e-commerce went live, but despite this, the business has mostly stood still. The reason is a dispute with the company Ellos, and their brand Joelle, who believe that the names are too similar and can be confused with each other.

Cancel the registration

Tova Elneskog’s company believes that they sell products designed by the influencer and are aimed at those who follow her on social media. The brand therefore has a connection to her initials and name. Toélle also says that “Toelle” can mean “to her” in French. However, the Patent and Registration Office does not buy the company’s argument and is now revoking the registration of the trademark.

There are both visual and phonetic similarities between the two marks, furthermore the marks do not give any clear and distinct conceptual association to something that distances these two from each other, reads the authority’s statement.

In addition, they refer to two identical goods on which a risk of confusion can be established.

Influens has contacted Tova Elneskog for a comment.