[scelerat]

I think packaging falls under the rubric of "trade dress" -- different than trademarks, which generally involves words and symbols.

So if a competitor is selling red hot sauce in a bottle shaped just like a Huy Fong Sriracha bottle, along with similar writing, Huy Fong might have a case for challenging that, regardless of whether the competing product says "Sriracha" on it or displays the symbol of a rooster.