A fishmongers is baffled after claiming its rivals next door has stolen its branding making them near-identical.
The owner of Fish Universe in Tooting, south London, claims his shop used the bright blue branding before his neighbours who then copied his design, MyLondon reports.
But the owner of Fish World has hit back at the "nonsense" claims arguing "they're completely different".
Fish World which was originally called Meat Wize previously had a red and black sign but gave itself the new name 'Fish World' and a brand new blue paint job after it introduced fish to its shop.
Now the two stores share a similar identity - with what appears to be the same colour frontage - which the owner of Fish Universe claims has led to much confusion from customers.
Rafa Kashefi, 34, owner of Fish Universe which has been on Micham Road since 2014, said: "They stole everything from us. They stole the sign of the shop, the layout, the name, even the uniform!
"They aren't on Google, when you search their name we come up first."
He added: "We are a family business that has worked hard for our reputation, for them to come along and do this is an insult."
Rafa is left baffled as to why his neighbours had 'copied' his branding.
He explained: "We used to say 'Hi' and 'How are you' every day for the last three years, then one day they do this.
"I don't speak to them because there's no point trying to reason with a person who does that.
"One of our customers went in there once and asked why they did it, but they were just told it isn't any of their business."
In response, Fish Universe has adopted a new colour palette in an attempt to distinguish itself from its new competitor.
Alongside the new palettes, a notice has been up on its door which reads: "Fish Universe is not associated with Fish World and does not promote, endorse or support this shop.
"In no event will we be liable for any special, direct, indirect, consequential or incidental damages or any damages whatsoever, arising out of the use of a Fish World service or product.
"We are highly qualified fishmongers, and we are passionate about fish and the environment.
"Fish Universe opened its doors in December 2014 with the ambition of bringing the freshest and best quality fish to our customers in Tooting.
"We have stayed true to our core values, ensuring every single product we sell is the freshest, best quality available.
"Fish Universe is not liable for any loss arisen from either the use of a Fish World product or service.
'We are also not responsible for the accuracy of any information/advice given to you."
The identical branding has even left the local council confused.
Rafa claims he was sent a fly-tipping fine after a number of items were left on the road outside an alleyway leading to both shops, however, the CCTV images sent to him by the council actually showed men he claimed were from Fish World.
On the other hand, Manan, owner of Fish World and who requested his surname not be included, protested that his neighbour was simply jealous that he has the bigger fish empire.
But when asked on the issue of collecting waste from the pavement, Manon declined to speak.
Manan, who said he has been a fishmonger for 20 years, said: "People are copying me, I’m not copying anyone.
"Our shops are completely different. We added this new fish bit recently but we sell meat, they don’t sell meat.
"We sell other products they don’t sell. We sell African and Caribbean fish that they don’t.
"It’s a nonsense, they are jealous that’s all. Business is free here so for him to say that is a nonsense."
Rafa, from Fish Universe, said he has been frustrated by a lack of support from Wandsworth Borough Council.
He said: "When I need to pay my business rate, they get in contact.
"When they they want to falsely accuse me of fly tipping, they get in contact.
"But when I ask the council to help me with someone stealing our brand, they don’t want to help.
"As someone who pays a lot of money in business rates, that's very frustrating."
When contacted by MyLondon, Wandsworth Council said the council cannot resolve a civil dispute between neighbouring shops.
A spokesperson said: "The aggrieved shopkeeper needs to seek his own legal advice on this matter."
