Case Study: Paris Society protects and renames CoCo as Beau CoCo with Nucleus

Paris Society renames CoCo to Beau CoCo in 2024 with Nucleus

Paris Society, a luxury hospitality group with venues worldwide, faced a challenge with its iconic Parisian restaurant CoCo. The beloved name infringed on an existing trademark, creating a legal risk as the brand grew. They engaged the brand naming agency Nucleus to develop a new, protectable name that would retain the original's spirit and succinct beauty.

Nucleus developed the solution by creating the new name Beau CoCo, which added a distinctive prefix to the original suffix. This new name passed trademark screening, was protectable internationally, and retained the sense of sophisticated glamour in both French and English. The rebrand to Beau CoCo in 2024 was successful, allowing for an easy transition that preserved the restaurant's graphic identity and its reputation as one of Paris's most glamorous dining venues.

Paris Society