There is an important pair of fraternal twins. Possibly minor dieties, sorcerers, or maybe just an important pair of nobles. One is evil and one is good. The thing is, the one who looks evil at first glance is the good one, and vice versa.
There is a person who has a well-known reputation, probably involving something illegal. But this person is either very clever and crafty, or really like his or her privacy, for no one knows who this person actually is. As an added twist, perhaps this person is of an age that would noramlly be wildly inappropriate (say, a child is a much-feared bandit) or maybe not the expected gender or even race.
One of the most wanted assassins in the realm looks exactly like an important person (local nobility, PC, etc.) This may or may not be common knowledge.
There are those as rich as kings but dress as peasants and worry not about funding. To visit their true homes one would see wealth of untold value scattered as dirt is in a hut. They know the monetary value of their possessions but they have long lost any true value to their owners. Experience is their currency and their curse. They dispense secrets of the ages as if discussing the weather. Few things have they not experienced so that very little gives them joy. They are the lost ones looking for new life while humoring the mortals around them.
In nature, for instance, a rhino has flies and ticks etc, that live on the hide and live off the blood. Rhino will visit and lie in ponds where turtles will clean the underwater portion of the ticks and a species of bird will clean the the top of ticks and other parasites. What if where the characters camp there were a species of animals that lived off wounds of the creatures. PCs camp. Anybody with wounds on there body are soon covered with small rodent - insect - shadows - whatever. Would immediately see it as a threat I would imagine. But perhaps one of the wounded didn't wake up when it happened, and when they did finally wake they were completely healed. Perhaps somebody was warned of something attacking them but they were able to notice that the wound was actually getting smaller instead of larger. Or maybe they successfully beat the creatures off them and don't notice an improvement, marking this place never to rest at ever again....later learn that villagers send their wounded there but they keep it a guarded secret because they don't want all the attention or traffic and what comes with such a special gift. Could turn into something more too if characters decide to start blabbing about it.