What Nestlé's attempt to trademark the shape of a KitKat teaches

The concept of “affordances” is used by product designers to capture the sense that an object seems to call for certain kinds of use. A handle affords holding, a button pressing and a KitKat breaking.

Nestle Loses Battle to Trademark the “Kit-Kat” Design in the U.K.

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Does Kit Kat's Shape Deserve a Trademark? E.U. Adds a Hurdle. - The New York Times

Nestlé v Petra Foods, 2016 Trademark Lawsuit Case Study