Philadelphia Cream Cheese
Creative Challenge
As an iconic brand with deep consumer loyalty, Philadelphia Cream Cheese needed a packaging refresh that modernized its look while maintaining its recognizable identity. The challenge was to refine the design system to enhance shelf impact, improve navigation across the product range, and ensure consistency across multiple SKUs– all without alienating longtime customers.
Solution
The redesign invited experience seekers to dive into the immersive pleasure of Philadelphia Cream Cheese. Eating cream cheese isn’t just an act– it’s an experience, deeply rooted in American food culture. The work was inspired by the abundant, pillowy mounds of cream cheese found in classic bagel shops, where generous servings are piled high in deli cases. This sense of indulgence and authenticity informed both the packaging design and photography, capturing the rich, immersive pleasure of Philadelphia Cream Cheese.
The goal was to let the product shine: creating rich, textural images that invite consumers to indulge. This approach, combined with refined typography, optimized color blocking, and premium finishes, resulted in a fresh, cohesive system that honors Philadelphia’s legacy while making it more irresistible than ever!
Packaging Design
Brand Refresh
Brand World Development
Brand Identity
In collaboration with Jones Knowles Ritchie
LOGO REFRESH
Philadelphia Cream Cheese refined its logo to achieve a cleaner and more contemporary look. The updated design simplifies the previous logo, enhancing its clarity and adaptability across various applications.
Additionally, a unique "schmear" version was developed, featuring the logo embossed in a fluffy swipe of cream cheese, adding a playful and appetizing touch to advertising materials.
Here's a peek behind the curtain on the logo explore.
OUTTAKES
We always see the polished finished product in store. But what goes on behind the scenes to get there? Here are a few iterations and ideas we played with before we landed on the final design!
