@Martin Fisher so sir does Tomatovillian™ have input?
It is all money making fodder for lawyers as companies fight for market share - in my view. If you are totally bored for reading material, this pleading in a Mastronardi case against a competitor about another tomato TM gives some interesting perspective on what matters. https://casetext.com/brief/mastronardi-produce-ltd-v-lakeside-produce-inc_motion-for-preliminary-injunction
Mastronardi does state that the packaging is a big part of the marketing "There is no one who would mistake our packaging and design for that of Naturesweet" in a lawsuit with another company. I know that, visually challenged, I reached for that familiar packaging and presentation. And the flavor was as expected - good.
ETA: the statements on page 24 about customer confusion I found pretty lame