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.


Abbott Laboratories was launching a new global brand, a vitamin D analog to treat hyperparathyroidism. The unique and memorable name Zemplar was developed by Applebaum to create a strong presence in the category. Derived from the superlative 'exemplary', the name suggests superior efficacy with a strong, confident tone.