Names that build brands.

If you're looking to establish a new company name or product brand, we should talk.

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Our brand naming experts have been creating memorable names over a range of business sectors for over twenty years. We have a wealth of experience and high levels of expertise in our respective fields for international brand naming.


Proudly supporting clients across the globe for over 3 decades...

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The unilever logo is a blue u with flowers and leaves on it.
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What we do

  • Brand Naming

    The importance of creating a great brand name goes well beyond finding the right combination of letters. When done well, it becomes the cornerstone of your identity. At Appella, we specialise in creating brand names that resonate with your audience, align with your values and stand the test of time. Find out more

  • Company Naming

    We have named some of the most important companies in their fields. From mergers of top ranking financial companies (Finastra) to publicly listed multinational corporations (Filtrona to Essentra) to denationalised utilities (Statoil to Equinor), Appella has been at the forefront of local and global corporate and company name changes. Find out more

  • Product Naming

    Giving your product the edge over your competitors is key to its success. By applying our range of pre-naming analytic functions we can identify what makes your product different and convert that competitive difference into a brand name with an advantage. Find out more

  • Validation

    Our network of linguists extends across the world, ensuring our recommendations are relevant, valid and checked across all continents related to your plans. Find out more

Our Unique Approach,

Your Competitive Difference.

Appella has a tool that stands us head and shoulders above other brand naming companies: the Black Box. Derived from years of industry experience and brand-name dedicated programming, the Appella Black Box is a bespoke piece of ground-breaking software that targets respective client requirements in a more focussed and creative manner than either human brainstorming or AI mass data trawling.


Our black box holds the key to creating long-lasting, memorable brand names and forms the cornerstone to our unique naming process. When you choose to work with us the black box, allied to our very human linguistic, branding and legal experts,  will give you access to all you need to create a unique brand name that works not only across geographical time zones but across decades.

A black box with a light inside of it
A black box with a light inside of it

Appella and Artificial Intelligence.

A recent study by Apple has revealed that AI cannot solve complex problems. In fact, when all the leading Artificial Intelligence models questioned in the study encountered complexity in a problem, rather than expanding their field and means of enquiry they use increasingly narrow terms of reference and exhibit what the scientists call a ‘counter-intuitive scaling limit.’ 


Creating or finding a range of client-specific brand names which are relevant, aesthetically pleasing and appeal to the phonetic and semantic sensitivities of more than one language, let alone multiple languages, is a complex problem and one that should not be put in the hands of an AI mass data synthesizer.


Find out more about the Appella Process

Our Process
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Case Studies

Our brand naming experts have been creating memorable names over a range of business sectors for over twenty years. We have a wealth of experience and high levels of expertise in our respective fields for international brand naming. Get in touch to discuss your requirements.

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Latest News

April 9, 2025
50 years on from its foundation and in the 10th year of its re-naming (via Appella) as Avenues For Justice, the charity now covers all 5 NYC boroughs.
A gibbs aquada car driving down a road.
March 6, 2025
Congratulations to Sir Richard Branson on the - just over - 20th anniversary of the not-so-well-known but high achieving Gibbs Aquada, named by Appella and driven by Sir Richard across the Channel in record time on June 14th 2024. Sir Richard beat the previous record by over four hours! 
Andrew McCrum Appella
February 26, 2025
How do you get started in a career like naming? Find out firsthand from Appella's co-founder Andrew McCrum as he talks us through his background, what it takes to find the right name and what he gets a kick out of, outside work:
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