News Summary
Buc-ee’s has filed a lawsuit against South Carolina’s Born United, claiming trademark infringement over a beaver logo used on apparel that closely resembles Buc-ee’s iconic branding. The lawsuit argues that Born United’s use of the logo misleads consumers and exploits Buc-ee’s established reputation. Buc-ee’s previously sent a cease-and-desist letter, but Born United continued production, prompting the legal action. The company aims to protect its intellectual property and maintain brand integrity in the competitive retail market.
South Carolina – Buc-ee’s, a popular Texas-based convenience store chain, has filed a lawsuit against South Carolina-based clothing company Born United for allegedly infringing on its trademark by using a logo that closely resembles Buc-ee’s iconic beaver. The lawsuit was submitted to the federal district court in South Carolina in May 2025.
Buc-ee’s argues that Born United’s products, which include t-shirts, shorts, and patches, capitalize on the established reputation of its beaver logo. The disputed merchandise features a beaver clad in military gear and tactical equipment, a design Buc-ee’s claims will mislead consumers and allow Born United to profit unfairly from Buc-ee’s brand recognition.
The legal action against Born United includes accusations of trademark infringement, false designation of origin, unfair competition, and violations of South Carolina’s trade practices act. Additionally, Buc-ee’s is pursuing claims of common law trademark infringement, asserting that Born United’s product line, titled “TAC-BUCC,” similarly resembles its distinguished logo.
Notably, Buc-ee’s asserts that they had previously issued a cease-and-desist letter to Born United regarding their use of the beaver logo. Despite this warning, Buc-ee’s alleges that Born United continued to sell its products without making any changes, prompting the current lawsuit.
Buc-ee’s contends that the continued use of its beaver logo by Born United will enable the latter to garner significant revenues and profits, effectively leveraging Buc-ee’s well-established brand. In defense, Born United’s co-owner, who is also a South Carolina State Senator, claims that their design stands as a parody rather than an infringement on Buc-ee’s trademark, arguing for its artistic expression.
Buc-ee’s has been utilizing its beloved beaver logo since the 1980s, with its first store opening in Texas in 1982. Today, the company boasts over 50 locations across nine states, which includes Texas, Florida, Alabama, and Georgia, and is known for its distinctive branding and customer experience.
This is not Buc-ee’s first encounter with legal disputes over its logo. The chain has previously initiated legal action against other companies accused of trademark infringement. Notably, in 2018, Buc-ee’s successfully argued against a competitor’s gas station chain that used a logo resembling an alligator. In another instance in 2023, a copycat store named Buk-ii’s Super Mercado was opened in Mexico, although it featured a gopher mascot rather than Buc-ee’s signature beaver and also faced scrutiny.
In an official statement regarding the lawsuit, Buc-ee’s has reaffirmed its commitment to protecting its intellectual property rights and ensuring high-quality products for its customers. The company’s efforts highlight the importance of brand identity in today’s competitive marketplace and the legal measures that can ensue when that identity is perceived to be threatened.
As the lawsuit progresses, Buc-ee’s aims to resolve the issue not only to safeguard its trademark but also to uphold the integrity and recognition of its brand in the retail landscape.
Deeper Dive: News & Info About This Topic
- Fox 4 News
- Wikipedia: Trademark
- CBS News
- Google Search: Buc-ee’s trademark lawsuit
- KWTX
- Google Scholar: Buc-ee’s lawsuit
- WFAA
- Encyclopedia Britannica: Buc-ee’s
- MSN News
- Google News: Buc-ee’s lawsuit South Carolina
Author: STAFF HERE HILTON HEAD
HILTON HEAD STAFF WRITER The HILTON HEAD STAFF WRITER represents the experienced team at HEREHiltonHead.com, your go-to source for actionable local news and information in Hilton Head Island, Beaufort County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the RBC Heritage golf tournament, Hilton Head Island Wine & Food Festival, and the Gullah Celebration. Our coverage extends to key organizations like the Hilton Head Island-Bluffton Chamber of Commerce and Community Foundation of the Lowcountry, plus leading businesses in tourism and hospitality that power the local economy such as Sea Pines Resort and Sonesta Resort Hilton Head Island. As part of the broader HERE network, including HEREAiken.com, HEREBeaufort.com, HEREChapin.com, HERECharleston.com, HEREClinton.com, HEREColumbia.com, HEREGeorgetown.com, HEREGreenwood.com, HEREGreenville.com, HEREHiltonHead.com, HEREIrmo.com, HEREMyrtleBeach.com, HERENewberry.com, HERERockHill.com, and HERESpartanburg.com, we provide comprehensive, credible insights into South Carolina's dynamic landscape.
