Somerville Coffee Shop Rebrands Itself After 'Cheech' Lawsuit

SOMERVILLE, NJ — Somerville's cold brew shop, Cheech's Own, is rebranding itself after actor and comedian Richard "Cheech" Marin sued the company claiming trademark infringement for using his name.

Owner of Cheech's Own at 27 W Main St. in Somerville and Bridgewater native, Steven Chiocchi, settled with Marin outside of court in May, according Law360.

The coffee shop is now changing its name to Lucid Coffee Company. Read More: 'Cheech' Sues Somerville Coffee Shop For Using His Name

Chiocchi, a Bridgewater-Raritan High School graduate, opened Cheech's Own in August 2018 based on a school nickname. Now, Chiocci is excited about the name change and says it better reflects what his coffee shop stands for.

"Cheech's Own has always been focused on the transparency of our ingredients and quality, organic ingredients. But Cheech was just a cute nickname," Chiocchi said. "Lucid literally means to understand and express clearly. ... We are a transparent brand and will be as transparent as possible, so this is more in line with the company's mission and values."

On Monday, Lucid Coffee Company's new signs were put up at the shop and new branding and packaging were unveiled inside.

Along with the name change, Chiocchi said the menu has been trimmed down to offer fewer items to focus their efforts on. There is also a new ordering app and new additions such as CBD oil to be added to drinks. Lucid is also working with local bakers from Hunterdon County to offer freshly baked pastries and more vegan options.

Coffee grinds and beans will also soon be available in environmentally-friendly packaging, which is 100 percent sustainable.

"I learned over the last two years to refine my business model to its purist form and trimmed out a lot of stuff to keep it all-natural and organic," Chiocchi said. "We are really focusing on customers so they know what we offer, know what is inside of the packaging, and know what they are putting into their bodies."

Chiocchi will be hosting a ribbon-cutting on Friday at 5:30 p.m. with borough officials for the rebranding of his business.

For more information visit lucid.coffee or instagram.com.

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