Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Logo and Packaging for Philadelphia (Europe) by Dragon Rouge



Noted Sep. 17, 2014 by Armin

Industry / Consumer products Tags /


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)

Related links

Dragon Rouge news item

Relevant 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.

Dragon Rouge news item

Images (opinion after)
New Logo and Packaging for Philadelphia (Europe) by Dragon Rouge
Logo detail.
New Logo and Packaging for Philadelphia (Europe) by Dragon Rouge
Lid comparison.
New Logo and Packaging for Philadelphia (Europe) by Dragon Rouge
New packaging.

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.

Thanks to Brandemia for the tip.

Your opinion…

On Logo


On Packaging



Share ›

Spotted Around the web

New Logo for Busways

New Logo for Busways
Spotted May. 29, 2019

Pinned Recent, Big Stories

Curated Dot dot dot