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.

Instead

Ultrafem faced challenging branding issues when introducing a new type of feminine protection product. Consumers perceived product benefits on a highly individualized basis.

The name Instead communicates an alternative choice and allows each consumer to interpret the benefits in her own way.