Cheesy Swoosh

"Philadelphia (also known as 'Philly') is the world's most popular cream cheese. Available in regular, light, at-free and flavored varieties, Philadelphia cheese comes in regular and snack sizes."

NOTE: This rollout is for the European markets. It's hard to tell if it will also apply in the U.S.

Design by: Dragon Rouge (London)

Opinion/Notes: Mass-market packaging has never been my cup of tea or, in this case, my tub of soft cheese. It rarely manages to go beyond swooshes and gradients at its worst and some custom lettering at its best. This is a perfect example of that. The new "Philadelphia" lettering is relatively nice; the pompadour on the "A"s is attractive and the triple shadow works well. But then they've put a silvery swoosh under it and a type on a curve over it with a sunburst that makes you want to throw soft cheese at a wall. The packaging is your standard swoosh-plus-food-photography approach that is interchangeable with any other product on any aisle of the store.

Related Links: Dragon Rouge news item

Select Quote: 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 that will accompany each pot of Philadelphia to the brand’s Facebook page. We’ve introduced a colour system that complements the flavours and generates visual impact in store and at each touch point with Philadelphia customers.