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 introducing the first protease inhibitor indicated for individuals who are HIV positive or diagnosed with AIDS, Abbott Laboratories chose Applebaum to develop a memorable and distinctive name for this important new product. By combining recognizable morphemes (nor and vir), the name Norvir is imbued with meaning that makes it memorable to both doctors and patients.