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[trademark]. The totality of elements in which a product or service is packaged, such as the shape and appearance of a product or container, the cover of a book or magazine, and the distinctive and recognizable shape of an automobile. These elements combine to create the visual image presented to customers and can acquire exclusive legal rights as a type of trademark or identifying symbol of origin.
usinfo.state.gov/products/pubs/intelprp/glossary.htm

(Product design) Trade dress consists of the variety of elements in which a product is packaged or a service is presented. The elements that are protected may include the shape, color or overall packaging of goods, the displays attending goods, and even the decor or environment in which a service is provided. However, only those elements that were designed specifically to promote the product are protected; not the functional features of trade dress that have a utilitarian purpose.
www.marklaw.com/trademark-glossary/T-Z.htm

The distinctive packaging or design of a product that promotes the product and distinguishes it from other products in the marketplace -- for example, the shape of Frangelico liqueur bottles. Trade dress can be protected under trademark law if a showing can be made that the average consumer would likely be confused as to product origin if another product were allowed to appear in similar dress.
www.leanlegal.us/dictionary/t.asp

Trade dress refers to features of the visual appearance of a product or its packaging (or even the facade of a building such as a restaurant) that may be registered and protected from being used by competitors in the manner of a trademark. These can include the three-dimensional shape, graphic design, color, or even smell of a product and/or its packaging.
en.wikipedia.org/wiki/Trade_dress

Kişisel önerim, "Tescilli Ambalaj"dır, ancak "sunum" ve "tasarım" da kullanılabilir kanısındayım. Ayrıca yerine göre "ticari ambalaj" bile denilebilir.