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.


Grand Marnier-Lapostolle needed the name for their new vanilla-flavored cognac to convey a premium product with an authenticity appealing to the young-adult, urban, multicultural audience. Navan, developed by Applebaum, successfully embodies the brand identity and communicates on multiple levels. This evocative name was inspired by a region in Madagascar where some of the world's finest vanilla is grown. Navan is also a palindrome with an appropriately strong yet sensual tone. The iconic potential of the palindrome was further developed by Applebaum in the visual identity — the enhanced 'V' at its center forming an elegant symbol for the exotic vanilla.