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.

Perative

Ross Products Division of Abbott Laboratories was looking for a name for their complete, nutritionally balanced, ready-to-use formula for metabolically stressed patients. Developed to appeal to doctors and nurses, the name Perative delivers the right message.

Strong and serious, it suggests efficacy and the patient's critical need for this specialized nutrition.