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 Nabisco was developing their new line of reduced-calorie snack foods, the challenge given to Applebaum was to create a name that communicated good health without compromising the perception of good taste. This communication conundrum is very familiar, and often very frustrating, to marketers in the food category. The solution developed by Applebaum was the memorable name SnackWell's. With the positioning and name in perfect accord, the line was an immediate success. It was quickly expanded to include a broad range of offerings and went on to revolutionize the category.