The only thing to be careful of when choosing a descriptive name for a business is when that name is too specific to the initial services or products the business offers... and then you decide to expand or change your offerings.
For instance, there was a gas station in my small town that also offered auto servicing on the side. A few months back, they totally stopped selling gasoline and changed over completely to an auto repair shop. If their business name had been "Your Gas Station", they would either have had to change their name and start branding all over again, or spend a lot of time explaning to people why they're called a gas station but don't actually sell gas. (Fortunately for them, their business name had included the phrase "service station" instead, so they were fine as-is.)
In the city I grew up in, there's a local chain of restaurants called "Lizard's Thicket." There's nothing specifically in that name to indicate the type of food they serve, or even that it is a restaurant -- but the name sure does get your attention! I guess they could have called it "Home Style Food" or "Home-Cooking Restaurant" but neither of those would have been nearly as memorable.
Diane Aull - NineYards.com
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