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.

Baja Blast

When introducing a new lime-flavored Mountain Dew exclusively for Taco Bell, Pepsi-Cola needed a name with the energy and edge that defines the highly successful Mountain Dew brand. Inspired by the excitement and power of the Pacific surf, Applebaum developed Baja Blast. It evokes the exotic, tropical flavors and experience of the Baja peninsula, befitting the Taco Bell brand identity and menu.