If you are going to go through the time, effort and expense to create a distinct look and feel for your business, with a specially designed logo, packaging, and products, you should give strong consideration to trademark registration. This is especially true if you intend to do business on the internet or outside your local area. Once you become even moderately successful, competitors will want to imitate or copy what you do. On the flip side, you don't want to invest time and money in creating a unique identity only to find that it is not so unique and someone else is upset that you are using "their" name or trademarks in an improper way. Receiving a "cease and desist" notice after you've started your business and invested considerable resources in promotion and development can be unnerving at best, and fatal to your business at worst.