Appella is a brand naming company formed around two people.

The first, Andrew McCrum, after working on a Ph.D in linguistics,
founded his own S-Brands naming consultancy to bring us such iconic names as Oyster, Baileys Glide and the record breaking, channel crossing Gibbs Aquada.

The second, Tom Hope, former partner and head of Brand Protection at the international law firm Linklaters, helps to bring these names to fruition.



Together, they founded Appella in 2003 to help new products and services get to market faster.


We work with associates Carl Shuck and Fergus Partridge. Carl, who works on communications and strategy, has vast experience in advertising and brand marketing having previously been with Abbott Mead Vickers BBDO and Rufus Leonard. Fergus is a leading brand identity designer and formerly the founder of London design agency, The Farm. He works on our design projects with Carl. Their website: