Holmes & Marchant repacks Philadelphia cheese for Kraft

Holmes & Marchant has designed new packaging for Kraft soft cheese brand Philadelphia.

The consultancy, which has been on Kraft’s roster since 2006, pitched for the Philadelphia work in April 2008, according to a spokeswoman.

The pack, which has remained virtually unchanged for 20 years, now features a new oval shape and an opaque plastic lid.

Illuminated graphics focus on a brightened logo and the packs feature fresh produce images.

H&M managing director Jon Davies says, ‘Our aim was to create fresh, immediately understandable and intuitive pack architecture and graphics that worked across the whole range of products.

‘The new shape makes the brand stand out on shelf, while the design and logo communicate freshness.’

The new packs, which will go on shelves in mid-April, will be extended across the Philadelphia range – including mini-tubs, Splendips and bricks – and rolled out across Europe.