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.

Alluna

When SmithKlineBeecham entered the herbal supplement category with a product that promotes sleep, they needed a name that sounded gentle and natural, yet efficacious.

Alluna emerged as a clear winner. It is distinctive, setting it apart from its competitors, and suggests sleep by incorporating the Latin 'luna' for moon.