APEL

APEL gives you almost no clue about the object behind the name, which is common for obscure branded products. By our assessment, that makes it a cautious, middle-of-the-road item: neither obviously special nor obviously broken, just too undefined to read with confidence. The one real strength of a name like this is that it can feel tidy and compact on a shelf or in a catalog. The weakness is stronger, because a name that says so little leaves the practical question unanswered until the packaging does the explaining. In use, that means it depends heavily on context and presentation rather than on a clear identity of its own. It sits below products whose purpose is self-evident, and above nothing in particular besides the fact that it is at least short.