Before & After: Philadelphia Cream Cheese

by Barbara Zandvliet on 09/19/2014 | 3 Minute Read

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Global design agency Dragon Rouge embarked on a radical re-design and re-positioning of the iconic Philadelphia Cream Cheese brand, set to launch across Europe over the next few months. 

The new positioning captures a diverse range of tastes, textures, sensations, colors and ingredients illustrated through a photographic style that celebrates the appeal of effortlessly tasty food that is delicious.

"The logo has been carefully crafted to work when overlaying the brand photography and across various print and digital channels that range from the recipe booklets to the brand’s Facebook page. We’ve introduced a color system that complements the flavors and generates visual impact in store and at each touch point with Philadelphia customers."

- Dragon Rouge

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In the United Kingdom, the re-design is being rolled out across the plain and light variants, along with all flavor variants, including Salmon & Dill, Spring Onion & Black Pepper, Garlic & Herbs, Sweet Chili, Grilled Peppers, Chives and Cucumber.

The new packaging doesn't stray far from it's predecessor, but it does offer a sleeker take on the brand's itinerant design. 

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The online visual identity book sustains the integrity of the Philadelphia vision to "Spread Deliciousness" by inspiring beautiful, easy-to-prepare food.

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Designed byDragon Rouge

Client: Kraft

Country: United Kingdom

City: London

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