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.

PureLeaf

With the decision to reposition Lipton Original iced tea as a premium all-natural product, the Pepsi-Lipton Partnership needed a name that would appeal to the growing number of health-minded consumers with discerning tastes and an appreciation of fine handcrafted teas. Applebaum developed the name PureLeaf with two iconic word components, to create a refreshing, forward-looking brand identity that works well with the Lipton endorsement. PureLeaf captures the essence of a natural, fresh-brewed premium tea and has a tone befitting the Lipton tradition of expertise.