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.


Kraft Foods developed a new way 'to bring home the bacon', addressing consumers' frustrations with traditional bacon packaging that's messy and difficult to open. The innovation is a high-quality tray that is easy to open and close, convenient to store, and keeps bacon fresher longer. Kraft enlisted Applebaum to develop nomenclature that would announce a new standard for bacon packaging and work across a range of products. The Stay-Fresh name works with the descriptor, Reclosable Tray, to communicate the product benefits — freshness, storage, convenience, and ultimately, value — as well as the reason to believe. The package name proved extendable and is now used on many Kraft products.