Gaining insight into the judgments related to geographical indications is essential to understanding how the complex puzzle of GI protection fits together within European Union law. This system empowers producers to manage their respective geographical indications, enabling them to respond to growing societal demands for sustainable products. The scope of protection is carefully calibrated to balance the intellectual property rights of agrifood GIs with the coexistence of pre-existing trademarks. Notably, the protection of GIs extends beyond mere conceptual evocation, also encompassing cases involving figurative signs and even product shapes. A review of European Court of Justice and General Court case law reveals a clear trend in favour of protecting geographical indications, reinforcing the importance of this intellectual property right.