This is a brand-launch case for anyone tempted to build close to a well-known competitor's language. Care A2 argued that A2 was descriptive of a milk characteristic. The Court did not accept that ordinary consumers would necessarily understand the mark that way. On the evidence, the branding still operated as a badge of origin for a2 Milk.
The details mattered. The Court looked at how the marks appeared on packaging, whether A2+ was used as a separate sign, the prominence of the words, consumer understanding, dictionary evidence, scientific language and actual confusion evidence. That is why trade mark clearance cannot be a quick search for similar words.
For founders and product teams, the lesson is to clear the mark before packaging, ads and launch stock are locked in. If the business is relying on a word being descriptive, get evidence for that view and test how ordinary customers in the market will understand it.