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.


When launching the first and only over-the-counter weight-loss product to be approved by the FDA, GlaxoSmithKline needed a name that would help communicate its unique nature to the target audience — a pill plus weight-loss program that helps a person achieve safe, sustainable weight loss. Applebaum was brought in to create an effective brand identity for this unparalleled OTC offering. The brand name allī delivers the message with a simplicity and positive tone that works well for both the pill and the program (myallīplan) and provides a memorable hook to help drive brand awareness. The name suggests a supportive and encouraging partner, positioning the brand as a key component in a successful weight-loss plan.