Jaden Smith's start up is in competition with another start up... Over the word 'Just'. Smith's Just Good Inc. makes 'Just Water' in recyclable cartons from sugar cane and paper. Another start up named Hampton Creek revamped its packaging to emphasize the word 'just' despite signing an agreement with Smith's company stating it would stick to its original font and format. Hampton Creek 'just' couldn't be bothered to comment on the lawsuit.