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.


Recognizing an increase in health-minded consumers with discerning tastes and an appreciation of handcrafted teas, the Pepsi-Lipton Partnership made the decision to reposition Lipton Original iced tea as a premium, all-natural product. To be successful, they needed a refreshing and forward-looking brand identity that would fit well with the Lipton endorsement. Applebaum developed the name PureLeaf, using two iconic word components to capture the essence of a natural, fresh-brewed premium tea with a tone befitting the Lipton tradition of expertise.