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Background / Challenge:

Founded over 40 years ago by Robert Lackey, Imagine One has grown from a plastics manufacturing company into the nation’s second largest industrial design firm. The company now creates over 20,000 products that can be found in over 45,000 stores.
Located in North Carolina, the company ran into a unique conundrum: there was a lack of adequate, comfortable restaurants in the immediate area that could serve for client lunches and dinners, requiring much-longer-than-ideal travel from Imagine One’s facilities.

The company decided to take matters into its own hands, and solve the problem by creating its own hospitality company, with one restaurant (Café Rule & Wine) already open, and two more on the way.

Imagine One engaged WANT Branding to help create name for one of the upcoming restaurants. The new restaurant was to be located in Charlotte, NC and run by executive chef Bill Greene and his wife Anita.


The new “art” inspired restaurant was envisioned to include rotating art installations and sculptures, with a similar menu to Mr. Greene’s other restaurant Artisanal. The atmosphere upscale but casual and the food choices will be of the highest quality, with locally sourced farm-to-table faire, and creative and innovative dishes that will always change and evolve to reflect what’s in season.

We explored a variety of names and eventually shortlisted three finalists: RoseVine, EverField and Pepperwood. The final name chosen ‘Peppervine’ was a combination of two of the final candidates.


The new restaurant created a lot of buzz prior to its opening and was named “most anticipated spring restaurant openings.” By Food and Wine. One year after its opening, Peppervine stands out as one of the few independent eateries in the area.


  • B2C
  • Brand Strategy
  • Brand Naming
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