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.

Aquafina Essentials

It was a natural fit for beverage giant Pepsi-Cola to extend some of their highly successful brands to compete in the growing enhanced-beverage and food segments. Developing the right brand architecture was crucial to the success of these line extensions. The subline name Essentials was first developed for Aquafina then later used with Tropicana and Quaker. It conveys the inclusion of important vitamins and minerals, vital to a healthy lifestyle, in a way that both distinguishes the subline and complements the base brand.