Gas station chain Buc-ee's has been on a lawsuit rampage, coming for any rival brand that threatens to dethrone its iconic mascot. Bucky the beaver has been the face of the brand since its conception, so it's no surprise that it's keen to protect its image. No moose, alligator or nut-hugging rodent mascot is safe.
The latest victim of Buc-ee's wrath is a small Ohio-based corner store called Beaver's Mini Mart – no points for guessing why Buc-ee's doesn't approve. Suggesting that the store's logo could cause confusion between the brands, Buc-ee's has filed a trademark infringement claim, but Ohio locals have other ideas.
The Beaver's Mini Mart logo features a full-body illustration of a cartoon beaver gesturing to the 'Beaver's' wordmark in a retro cursive typeface – a reference to the store's location in Beavercreek, Ohio. Buc-ee's claims the rival mascot's “wide eyes and a smile” and the brand's use of "red as a predominant color" are enough to warrant a copyright infringement claim.
While Beaver's Mini Mart is rooted in a retro look, Buc-ee's bright, contemporary branding is a big contrast that's easily distinguishable from the humble mom-and-pop shop vibes of the rival brand. Despite the species parallel, in my opinion there's little to compare the separate identities.
And I'm not alone in my thinking. Local Beavercreek residents have set up a GoFundMe page for the mini mart and organised a 'cash mob' on 7 August, encouraging folks to spend at the store amidst the Buc-ee's beef.
Buc-ee's ongoing string of lawsuits seems to suggest that no brand is safe from its wrath. The barrage of copyright claims hasn't gone unnoticed, as comedian and TV host John Oliver recently took a shot at Buc-ee's by launching his own parody brand, "Buc-Off", exposing the branding beef to a national audience.
