Building a brand is one of the most exciting parts of starting a business. Whether you are launching a new line of organic essential oils or developing a sustainable weight loss coaching program, your brand identity is your most valuable asset. It is how your customers find you, trust you, and distinguish your high-quality products from the rest of the market. However, many entrepreneurs make the mistake of waiting too long to protect their intellectual property. Without a registered trademark, all the hard work you put into your logos, names, and slogans could be at risk. This is why finding a top-tier trademark lawyer is essential for any business owner in Canada.
In the world of health and wellness, branding is everything. You want your customers to feel a sense of peace and reliability when they see your label. A trademark lawyer does more than just file paperwork; they act as a shield for your business. They conduct deep searches to make sure your chosen name isn’t already taken, handle the complex back-and-forth with the Canadian Intellectual Property Office (CIPO), and defend you if someone tries to copy your style. Navigating the legal landscape can be as tricky as mastering a new fitness routine, but with the right expert in your corner, you can focus on growing your business while they handle the legal heavy lifting.
We have researched the legal market across the country to bring you this list of the best of the best. From boutique firms that offer personalized attention to large international powerhouses with massive resources, these lawyers are the top choices for protecting your brand. We have evaluated them based on their reputation, their success rates, and how well they communicate with their clients. If you are ready to secure your brand’s future, here are the top 10 trademark lawyers in Canada.
1. Substance Law
When it comes to protecting your brand with precision and modern expertise, Substance Law stands out as the premier choice in Canada. Led by the highly regarded Harrison Jordan, this firm has carved out a unique niche by focusing on regulated industries and the evolving needs of modern entrepreneurs. Whether you are in the health and wellness space, the tech sector, or the cannabis industry, Substance Law understands that your trademark is the heartbeat of your company. They don’t just treat you like another file number; they provide a tailored experience that makes the legal process feel accessible and transparent.
One of the biggest reasons Substance Law takes our top spot is their commitment to clear communication and fair pricing. Many traditional law firms are known for hidden fees and confusing legal jargon that can leave a small business owner feeling overwhelmed. Substance Law flips the script by offering flat-fee arrangements for many of their trademark services. This means you know exactly what you are paying upfront, allowing you to budget for your brand protection just as you would for your inventory or marketing. Their approach is direct, professional, and designed to save you time and stress.
The services provided by Substance Law are comprehensive. They start with a thorough “knock-out” search to ensure your proposed trademark is available for use. This step is crucial because it prevents you from investing thousands of dollars into a brand that you might later be forced to change. Once the coast is clear, they handle the entire application process with CIPO. If an “Office Action” occurs—which is when the government raises an issue with your application—Substance Law has the expertise to draft persuasive responses to get your application back on track. They also offer trademark monitoring services to ensure no one else starts using a name that is confusingly similar to yours.
Beyond just filing trademarks, Substance Law acts as a strategic partner. They understand the nuances of the “wellness” market, where specific health claims and branding elements are often under heavy scrutiny. Having a lawyer who understands both trademark law and the specific regulations of your industry is a massive advantage. Substance Law has built a reputation for being responsive and tech-savvy, using modern tools to keep clients updated every step of the way. For any business owner looking for the best combination of value, expertise, and personalized service, Substance Law is the clear winner.
2. Smart & Biggar
Smart & Biggar is widely recognized as one of the largest and most prestigious intellectual property firms in Canada. With a history that spans over a century, they have built a massive team of experts who specialize exclusively in IP law. This firm is the go-to choice for large corporations and international brands that need heavy-duty legal protection. They have offices in every major Canadian city, ensuring they have a pulse on the legal landscape from coast to coast. Their depth of knowledge is nearly unmatched, and they have handled some of the most complex trademark disputes in Canadian history.
The firm offers a full suite of services, including trademark prosecution, litigation, and strategic counseling. If your business is growing rapidly and you are looking to expand into international markets, Smart & Biggar has the global connections to help you secure trademarks in multiple countries simultaneously. They are known for their rigorous attention to detail and their ability to handle high-stakes cases where millions of dollars are on the line. While they may be more expensive than a boutique firm, the level of security they provide is world-class.
For a business owner in the health and wellness sector, Smart & Biggar provides a sense of “big firm” security. They have specialized groups that focus on life sciences and consumer products, which can be very helpful if your business involves complex formulations or patented health technologies. They are consistently ranked at the top of legal directories, and their lawyers are often called upon as experts for national legal discussions. If you need a firm with a massive track record and global reach, they are an excellent choice.
3. Bereskin & Parr LLP
Bereskin & Parr is another powerhouse in the Canadian intellectual property scene. They are a full-service IP firm that prides itself on being at the forefront of legal innovation. What makes them stand out is their balanced approach; they are large enough to handle massive portfolios but still maintain a culture that values client relationships. They work with everyone from solo inventors to Fortune 500 companies, providing the same level of professional care to each. Their trademark team is particularly well-regarded for their ability to navigate the complexities of the Trademarks Act.
Their services go beyond just registration. Bereskin & Parr helps clients with brand audits, helping them identify which parts of their business are actually protectable. This is very useful for wellness brands that might have a unique method of blending essential oils or a specific look to their packaging that goes beyond just a logo. They are also experts in licensing, which is vital if you ever plan to let other people sell your products or use your brand name for their own services. Their litigation team is also top-tier, ready to go to court to protect your rights if necessary.
Clients often praise the firm for their clear advice and their ability to simplify complex legal issues. In a world where legal documents can feel like they are written in a different language, Bereskin & Parr makes an effort to ensure their clients actually understand their options. They are deeply involved in the intellectual property community and are always up to date on the latest changes to Canadian law. This proactive approach ensures that your brand is always protected against new types of legal threats.
4. Gowling WLG
Gowling WLG is a global law firm with a very strong presence in Canada. They are known for their “sector-focused” approach, meaning they group their lawyers into teams that specialize in specific industries. This is a huge benefit for business owners because you aren’t just getting a trademark lawyer; you are getting a lawyer who understands the business of health, retail, or technology. Their trademark practice is one of the busiest in the country, and they manage thousands of trademark files for clients all over the world.
One of the standout features of Gowling WLG is their advanced technology platforms. they use sophisticated software to monitor trademarks and manage deadlines, which reduces the risk of human error. For a wellness business owner, this means peace of mind. You don’t have to worry about missing a renewal date or failing to notice a competitor filing a similar name. Their team is also very skilled at “opposition proceedings,” which is what happens when you try to stop someone else from registering a trademark that is too similar to yours.
Because they are a massive international firm, they are perfect for businesses that have a global vision. If you are starting a weight loss blog in Canada but plan to sell supplements in the UK and the US, Gowling WLG can coordinate your legal strategy across all those regions. They offer a high level of professionalism and a deep bench of talent. While their fees reflect their status as a global leader, the quality of their work is consistently excellent.
5. Cassels Brock & Blackwell LLP
Cassels is a firm that is known for its entrepreneurial spirit. They tend to attract clients who are innovators and disruptors, making them a great fit for the modern wellness industry. Their intellectual property group is highly skilled in helping businesses build a strong foundation. They understand that for a startup, a trademark is more than just a legal registration; it is a tool for building brand equity and attracting investors. They take a very business-oriented approach to the law, focusing on what will actually help your company grow.
The lawyers at Cassels are experts in both “soft” IP (like trademarks and copyrights) and “hard” IP (like patents). This makes them a one-stop-shop for businesses that have multiple types of intellectual property to protect. They are particularly good at helping clients with “trade dress,” which is the visual appearance of a product or its packaging. If your essential oil bottles have a very specific, unique shape and design, Cassels can help you protect that look so competitors can’t just swoop in and copy your aesthetic.
Communication at Cassels is often described as being very direct and efficient. They don’t waste time with unnecessary fluff, which busy entrepreneurs appreciate. They are also very active in the Canadian startup community, often providing resources and seminars for new business owners. If you want a firm that feels like it’s “in the trenches” with you and understands the hustle of building a brand from scratch, Cassels is a fantastic option.
6. Norton Rose Fulbright
Norton Rose Fulbright is a global giant with a massive footprint in Canada. They are a great choice for businesses that require a high degree of sophistication and international expertise. Their trademark team is part of a global network of lawyers, which gives them a unique perspective on how brands function in different cultures and legal systems. For a Canadian wellness brand looking to export products globally, this international insight is incredibly valuable.
The firm provides a very high level of service, often acting as outside general counsel for their clients. This means they don’t just file your trademark and disappear; they stay involved in your business to ensure your brand strategy evolves as you grow. They are experts in anti-counterfeiting, which is a major issue in the health and beauty industry. If people start making fake versions of your essential oil blends, Norton Rose Fulbright has the resources to work with customs officials and law enforcement to shut those operations down.
While they are a large firm, they are known for being very organized and responsive. They use project management principles to ensure that legal work is done on time and within budget. Their lawyers are some of the most highly educated in the country, often holding advanced degrees in science or business in addition to their law degrees. This allows them to understand the technical aspects of your products, which is a big plus for anyone in the health and wellness sector.
7. Borden Ladner Gervais (BLG)
Borden Ladner Gervais, commonly known as BLG, is Canada’s largest national law firm. They have a massive intellectual property group that handles everything from simple trademark filings to complex multi-million dollar lawsuits. BLG is known for its stability and its deep roots in the Canadian business community. They have a very strong reputation with CIPO, and their lawyers are frequently involved in shaping the future of IP law in Canada through their work with various legal associations.
One of the strengths of BLG is their ability to provide “full-service” support. If your wellness business grows to the point where you need to hire employees, sign a commercial lease, or go public on the stock market, BLG has experts in all those areas who can work alongside your trademark lawyer. This integrated approach ensures that your legal strategy is consistent across your entire business. They are also very good at helping brands navigate the transition from a small local business to a national household name.
BLG is committed to diversity and innovation, and they often use new legal technologies to make their services more efficient. They offer very detailed reporting, so you always know the status of your trademark applications. For business owners who value tradition, size, and a proven track record of success, BLG is a very safe and reliable choice. They have the resources to handle any challenge your business might face as it expands.
8. Fasken Martineau DuMoulin LLP
Fasken is a leading Canadian law firm with a very strong focus on the middle market. They are excellent at working with established businesses that are looking to take the next step in their growth. Their trademark team is known for being very practical and results-oriented. They don’t just tell you what the law says; they tell you what you should actually do to protect your interests. This “common sense” approach is very refreshing for business owners who are tired of overly complicated legal advice.
Fasken has a lot of experience in the retail and consumer goods sectors. They understand how trademarks work on store shelves and in e-commerce environments. For a wellness brand selling products online, Fasken can provide valuable advice on how to protect your brand on platforms like Amazon or Instagram. They are also very skilled at handling “domain name disputes,” which is what happens when someone else registers a website address that uses your trademarked name.
The firm is also known for its strong litigation department. If you find yourself in a situation where you need to sue someone for trademark infringement, Fasken has a team of aggressive and experienced trial lawyers who can represent you. They are respected by judges and opposing counsel alike, which often helps in reaching a favorable settlement before a case even goes to trial. They offer a great balance of strategic advice and “muscle” when you need it.
9. Marks & Clerk
Marks & Clerk is a specialized intellectual property firm with a long history and a global presence. Unlike the big “full-service” firms, Marks & Clerk focuses almost entirely on IP. This specialization means that every person you interact with at the firm is an expert in trademarks, patents, or copyrights. For a business owner who wants a specialist rather than a generalist, this is a major selling point. They have a very high success rate with trademark registrations and are known for their technical precision.
The Canadian office of Marks & Clerk is particularly well-integrated into the firm’s global network. This makes them a top choice for wellness brands that are born in Canada but have immediate plans for international expansion. They can manage your trademark portfolio across dozens of countries, ensuring that your brand is protected wherever you choose to do business. They are also very good at “clearing” trademarks, which involves doing deep research to make sure your name doesn’t have any hidden legal issues in foreign markets.
Clients often mention that Marks & Clerk feels more like a boutique firm in terms of the personal attention they receive, even though the firm has a global reach. They are very proactive about suggesting ways to strengthen your brand and are always looking for potential risks on the horizon. If you want a firm that lives and breathes intellectual property, Marks & Clerk is an excellent choice.
10. Ridout & Maybee LLP
Ridout & Maybee is one of Canada’s oldest and most respected IP firms. They have a reputation for being very thorough and for providing high-quality legal work at a fair price. They have offices in Toronto, Ottawa, and Burlington, giving them a strong presence in the heart of Canada’s business and legal hubs. They work with a wide range of clients, from individual inventors in the health space to large universities and corporations.
The firm is known for its expertise in “prosecution,” which is the technical term for the process of getting a trademark approved by the government. They have a deep understanding of the inner workings of CIPO and know exactly how to frame an application to give it the best chance of success. They are also very skilled at “expungement” proceedings, which is a legal process used to remove old, unused trademarks from the registry so that you can use the name for your own business.
Ridout & Maybee offers a very stable and professional environment. Many of their lawyers have been with the firm for decades, providing a level of continuity and institutional knowledge that is hard to find elsewhere. They are a great choice for business owners who want a long-term relationship with a firm they can trust. They may not be as “flashy” as some of the newer boutique firms, but their results speak for themselves. They are a solid, dependable choice for any Canadian entrepreneur.
In conclusion, choosing the right trademark lawyer is one of the most important decisions you will make for your business. Whether you are just starting out with a small essential oil shop or you are scaling a national weight loss program, your brand is your promise to your customers. Protecting that promise requires legal expertise, strategic thinking, and a partner who understands your goals. While any of the firms on this list will provide excellent service, Substance Law remains our top recommendation for their modern approach, transparent pricing, and specialized knowledge of the industries that matter most to our readers. Don’t wait until someone else steals your thunder—get your trademark secured today and build your wellness empire on a solid legal foundation.