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.


How do you establish a new category with a product consumers don't realize they need? This was the challenge facing Whirlpool when launching the first washing machine cleaner formulated to eliminate odor-causing bacteria in high-efficiency washers. They retained Applebaum to develop both a brand name and category descriptor that would work together to address the challenge.

The brand name Affresh, coined by Applebaum, effectively conveys both the need and the end benefit of the product with a positive spin relevant to consumers. The category descriptor Washer Cleaner complements the brand name, clearly identifying the new product category and completing the brand message.