Landor Hamburg revitalizes Philadelphia cream cheese packaging

Landor Hamburg has developed a new package design for the entire range of Philadelphia cream cheese. Introduced to the German market in 1961, Philadelphia is today one of the most popular cheese brands in the entire food industry. The complete range consists of 10 different flavors. Market research revealed a change in consumer behavior when buying cream cheese. 

Landor Hamburg has developed a new package design for the entire range of Philadelphia cream cheese. Introduced to the German market in 1961, Philadelphia is today one of the most popular cheese brands in the entire food industry. The complete range consists of 10 different flavors. Market research revealed a change in consumer behavior when buying cream cheese. First of all, customers choose the brand, then fat content and finally flavor. These insights were incorporated into the development of a new design: The first major change involved improving consumer orientation when defining fat content. The second one focussed on increasing appetite appeal. To ensure a stronger communication of the fat content and flavors, the color coding was increased significantly, still keeping the characteristic packaging color silver, a substantial brand equity for Philadelphia. In addition to the design development, we repositioned the brand from a communication perspective. While strengthening a differentiation with the help of flavor description in the past, the focus is now put on fat content, reflecting the change in customer buying behavior. Therefore, the portfolio was split into three categories: "Full Fat", "Balance" with 16% absolute fat content and "so leicht", the low fat variant with 5% absolute fat content. This was also supported by switching names – "Fitness" became "Balance" and "Leichter Genuss" became "so leicht". The name of the core product remained unchanged. The "Balance" range with 6 different flavors plays the key role in the portfolio, illustrating the emphasis on a sensible and balanced diet. "Philadelphia is a powerful example of strong package design, clearly a reference point in the FMCG market", explains Jörg Willich, Deputy General Manager and Creative Director at Landor in Hamburg. Some flavors of the new product are already on shelf.