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.

Olean / Olestra

After creating the 'common and usual' name Olestra for Procter & Gamble, we were asked to develop a brand name for the zero-calorie fat substitute. The name Olean successfully conveys the key benefit with an appealing simplicity that relates back to the Olestra name.