SOUTH END — Sycamore Brewing announced this week that it will rebrand under a new name, “Not Sycamore,” in what company officials described as a “fresh start that is in no way related to the Sycamore you may remember from literally last month.” The building, logo, furniture, beer recipes, and geographic coordinates will remain identical to Sycamore, though representatives insisted this is “pure coincidence.”
Customers said the change might help, adding that it’s at least easier to tell friends, “Oh no, we weren’t at Sycamore — we were at Not Sycamore,” before trailing off awkwardly. Others admitted the new name feels like “watching someone put on sunglasses and a fake mustache and hoping nobody recognizes them.”
The business plans to reopen once branding is fully updated to reflect its new identity, pending delivery of a banner reading “Absolutely Not Sycamore, Please Do Not Ask Further Questions.”
