Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


When Ross Products division of Abbott Laboratories developed a nutritional supplement containing glutamine for patients with impaired gastrointestinal function, they turned to Applebaum to create a distinctive, memorable name. The name AlitraQ suggests the therapeutic target (alimentary tract) and incorporates the international symbol for glutamine (Q), creating an iconic and universal communication.