Philadelphia rolls out new look

Cream cheese brand Philadelphia is launching a new look, which has been developed by Dragon Rouge.

The new identity and packaging designs are rolling out across Europe following development and design work over the past year.

Dragon Rouge says the new identity aims to capture “what we all love about food and eating – a diverse range of tastes, textures, sensations, colours and choice of ingredients”.

The consultancy has developed a new photography style for Philadelphia, that it says “breaks the boredom of food routine”.

Dragon Rouge says the Philadelphia logo has been redrawn to work when overlayed on photography and across print and digital channels including a recipe book that will accompany every pot of Philadelphia.

The consultancy says it is also introducing a new colour system “that complements the flavours and generates visual impact in store and at each touch point”. 

In the UK the redesign is being rolled out across the Plain, Light and Lightest variants and also the flavour varients.

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