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 SmithKlineBeecham entered the herbal supplement category with a natural product that promotes sleep, they needed a name that sounded gentle and natural, yet efficacious. Alluna, created by Applebaum, emerged as a clear winner. Communicating sleep by incorporating the Latin 'luna' for moon, the name is distinctive and has a soothing, rhythmic tone that projects the product positioning. Applebaum also consulted on strategy and brand architecture to explore the brand potential for line extensions.