What’s in a name? If it’s done right, everything.

Last year, we brought on to brand a new steakhouse inside one of London’s most iconic heritage buildings. The name had to sound bold and premium while also reflecting the architectural history of the site; capturing the precision of the globally sourced, fire-led menu; appeal to a new generation of business diners and social groups; and evoke ritual command, and elegance all in a word or two.

Sound easy?

We explored over 400 names. We mapped tone (heritage vs elemental), built naming axes (desire vs decree), tested for phonetic ease and ownability, and filtered through trademark, URL, and future-proofing screens.

The final name? Well, you’ll have for the official launch next week (!!!). But trust us, it feels inevitable, like it was always meant to there. And that’s the sweet spot we aim for, where strategy and storytelling meet memorability.

Got something to name this year? Let’s make it unforgettable.