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.

Pepsi Spire

With a touch of brilliance, PepsiCo has developed an innovative self-serve drink dispenser that gives consumers countless options. With 6 Pepsi brands and 6 flavor shots, 1,000 combinations are possible. The sleek digital touchscreen and overall design called for a name that would signal variety and an elevated, next-generation experience. The name Spire, developed by Applebaum, delivers with originality and an uplifting tone that speaks to both the B2B and B2C target audiences.