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.

DuraLife

Kodak wanted their new photographic paper to have a name that immediately conveyed the product attributes and benefits: strength, durability, and stain resistance.

The name DuraLife accomplishes those objectives and works well with the Kodak identity.