Renaissance Pubs changes its name to Three Cheers Pubs

By Erin Smith

Published: 27 April, 2015

Independent London pub group Renaissance Pubs has renamed itself the Three Cheers Pubs today following a trademark dispute.

Independent London pub group Renaissance Pubs has renamed itself the Three Cheers Pubs today, following a trademark dispute.

The pub company was founded twelve years ago by marketing director Tom Peake, financial director Nick Fox and director of operations, Mark Reynolds, and now boasts seven locations in South West London. Its pubs include The Avalon in Balham, The Bolingbroke, The Latchmere and The Rosendale in West Dulwich.

Peake told Harpers.co.uk the change had primarily been driven by a trademark issue, but that the team not originally set out trying to create a chain of pubs. When Three Cheers first launched under its original name, the pubs themselves were much more the focus rather than the parent company, he said, which was "sort of more of an administrative thing".

He said: "Each pub stands on its own, like The Abbeville or The Avalon. But what happened over the years because the pubs are quite close together geographically people started talking about the Renaissance Pubs and it just crept out there."

However Peake, Fox and Reynolds thought that if they were going to be changing the name, they may as well as invest in the work to find a name that is much more representative of the identity of the pubs and what they stand for.

Peake said: "We could have just done a quick name change. But we sat down with four different branding agencies to pick their brains. If we are going to change the name anyway lets not miss a trick. We ended up realising that we should make the most of the opportunity and through the exercise find an identity that resonates much more with the company and everything in it."

The company name change is effective today and will be seen on new menus that are in the pubs as well on the company's website www.threecheers.co.uk .

However, Fox said that each pub which has its own personality and identity and regular customers won't see too many changes. "It is very much business as usual," he said.

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