Charlotte Business Rebranded After Trademark Dispute

The local shop Plot Twist changed its name to The Lost Plot following a legal battle and social media account loss.

Updated on Sept. 27, 2026 in Openings & Closings

A weathered brick storefront facade in Charlotte at dusk, with long shadows cast across the bare, unmarked brick wall. — Charlotte-based business The Lost Plot has officially rebranded following a trademark dispute and the loss of its primary social media account. AI Illustration. Upload story photo >

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Would you continue to support a local business if they suddenly changed their name and branding?

Plot Twist, located at 1518 Lyon Court in Charlotte, has rebranded as The Lost Plot. The change follows a cease-and-desist letter from a Texas business over trademark usage and a separate incident where the company lost access to its primary Instagram account.

Why it matters

The rebrand highlights the significant impact digital platform access and intellectual property rights have on small business operations. The company experienced a 37 percent drop in sales after losing its 13,000-follower social media account.

The business employs 22 people and reported a 37 percent drop in sales following the deactivation of its Instagram account. Its digital reach fell from 13,000 followers to 2,000 during the platform disruption.

The players

The Lost Plot

This is a Charlotte-based business formerly known as Plot Twist that employs 22 people.

The details

The business hosted a rebrand event Saturday night to mark the transition and alerted customers through posters placed around Charlotte. The exterior mural at the Lyon Court location is scheduled to be updated on September 28 to reflect the new name.

May 8: Plot Twist held its grand opening.
August 12: The business Instagram account was deactivated.
August 24: The business received a cease-and-desist letter.
September 26: The business held a rebrand funeral event.
September 28: The mural outside will be adjusted.

Market Landscape

This rebrand follows a standard pattern of legal compliance dictated by the Lanham Act's trademark infringement provisions. Small businesses increasingly face consolidation pressures as legal disputes and content ownership rules dictate market survival.

Customers should note the name change for future visits to the 1518 Lyon Court location. Those who previously followed the shop on social media will need to reconnect with the new account to receive updates.

The takeaway

Maintaining control of digital assets and verifying trademark availability are critical components of long-term business sustainability. Small business owners should conduct thorough intellectual property searches to avoid costly rebrands and forced platform migrations.