Baker Gramercy

Case studies

Ideas come in all shapes and sizes. It is likely that no matter your business or industry, intellectual property (IP) will help you along your journey. Find out more about how these New Zealand companies have leveraged IP to get to where they are today.

Baker Gramercy

Trade marks Trade secrets

James Whyte used forward thinking to protect not only the Baker Gramercy brand, but future-proofed it. He did this by registering two types of trade marks, each for 4 classes, to help cover their future expansion.

James Whyte, owner and operator of Baker Gramercy talks about IP.
Credit: Mark Tantrum Photography Ltd.
Duration: 59 seconds

In the very early morning Wellington Harbour sparkles with reflections from the lights of the city. The opening title says “Dream it. Do it. Own it.” Mood music plays.

In the suburb of Berhampore the only building with it’s lights on, is a small shop on Adelaide Road. We can see bakers moving in the back as we look through the window.

The narrator says “Hi. My name is James Whyte, owner and operator of Baker Gramercy.”

James is shown through the front door. The brand ‘Baker Gramercy’ can be seen printed on the front door. James is shown splitting off small balls of dough and weighting them , ready to be made into croissants.

“Gramercy means ‘great thanks’. Gramercy is also a suburb in New York city, where I completed a culinary course”

You see flour being spread over a table full of loaves of bread, waiting to be baked and glazing being brushed onto pastries.

“We created the brand then registered the trade mark. We registered our brand through an IP attorney.”

A tray of freshly cooked croissants are removed from an industrial oven. James lays out trays of baking on the shop counter.

“The trade mark is important to protect the value in our brand. Slow food from my point of view is allowing the natural fermentation and the ability of product to fully mature and develop. We’re about taking long cuts not short cuts.”

You see the counter person as she makes up a customer’s order with a croissant in a paper bag and completes an espresso coffee.

“People respect the hand crafted nature of what we do. “

You can see the bakery team, gathered at the counter sharing a conversation.

“We’re a bit obsessed with quality. The future of Gramercy involves sustainable growth, sticking to our core values.

James loads freshly cooked loaves of bread onto a display tray. The final titles are “Own your artisan baked idea” and then the Intellectual Property Office of New Zealand logo.

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