Introduction:The new Chinese-style coffee brand Jueke Coffee recently became embroiled in an art infringement dispute. An illustrator accused the brand of using three of their illustrations — including “Watermelon Lotus” — without authorization, applying them to product packaging and promotional materials for the summer of 2023. The brand responded by claiming the designs were original, with both parties sticking firmly to their own narratives. The incident may proceed to legal proceedings. This article provides a detailed account of the events, the statements from both sides, and offers practical insights to help readers understand the copyright risks and precautions involved in commercial design.
Recently, an illustrator publicly accused the new Chinese-style coffee brand Jueke Coffee of using three of their fine art illustrations — “Watermelon Lotus,” “Watermelon Boat,” and “Watermelon Kite” — without permission, and expressed intent to take legal action against the brand. In response, Jueke Coffee emphasized that the relevant packaging designs were original creations by their team, refusing to admit fault, offer apologies, or provide compensation. The starkly contrasting statements from both sides sparked widespread discussion and attention online.
The controversy began on July 31, 2023, when Jueke Coffee launched a watermelon-themed beverage, accompanied by watermelon-patterned packaging and a fan-shaped freebie. However, fans noticed that the packaging style bore a striking resemblance to illustrations previously released by an illustrator, and appeared without any collaborative partnership, raising suspicions. After being alerted by netizens, the illustrator compared the works and concluded that the patterns used by Jueke Coffee were highly similar to three pieces from their 2021 published book: “Watermelon Lotus,” “Watermelon Boat,” and “Watermelon Kite,” determining that their work had been plagiarized.
It is reported that Jueke Coffee was established in 2021, headquartered in Chengdu, Sichuan, and positions itself as a new Chinese-style coffee brand, with prices ranging from 5 to 20 RMB per cup. Due to its affordable pricing and low entry barrier, it is often referred to as the “Chuan-Yu version of Xingyun Ka.” Within just two years, the brand has expanded to 13 provinces across the country, with over 230 stores, making it one of the rapidly growing brands. However, this copyright dispute has cast a shadow over its brand image.
Although the watermelon-patterned packaging products are no longer searchable on Jueke Coffee’s official accounts across various platforms, images and videos shared by users continue to circulate online. It is understood that since mid-August, the illustrator and their legal representatives have contacted Jueke Coffee multiple times. Although the brand promptly discontinued the disputed packaging and removed related content, it has consistently denied any infringement, refused to apologize, and declined to provide compensation.
In response to public scrutiny, Jueke Coffee issued a statement via media on the morning of November 14, asserting that the patterns on the packaging were original creations by the company’s internal design team, with complete records and design materials preserved throughout the process. They even questioned, “Can’t things be similar?” Furthermore, the brand emphasized that the cup sleeves and fan-shaped items were all free giveaways, “not sold, creating not a single cent of value,” thus believing they did not constitute infringement, and therefore saw no need for apology or compensation. Additionally, the brand revealed that its legal department had communicated multiple times with the illustrator’s side, providing creation process documentation to prove their innocence.
Nevertheless, after reviewing the comparison images, most netizens felt the resemblance was “just too close,” with one comment stating bluntly: “Even the position of the watermelon pulp is identical — how could this be a coincidence?” Others remarked: “If this isn’t infringement, then what is? We suggest taking the legal route — commercial use should involve compensation!” Public opinion generally leans in support of the illustrator’s stance.
The illustrator themselves maintain that the infringement is ongoing, have secured relevant evidence, and plan to formally file a lawsuit against Jueke Coffee in the next step, seeking legal justice and compensation.
This dispute remains unresolved for now, with the final outcome to be determined by legal proceedings. For readers involved in design, brand management, or the coffee industry, this case also serves as a reminder: when referencing or using any image elements commercially, it is essential to carefully assess the source of copyright to avoid unnecessary legal risks due to misuse.
The above content is compiled by CoffeeHunters, a coffee news website.
