New Design For Philadelphia Cheese
Apr 6, 2009 by Jennifer Farley 
10 Comments 
Posted under: Blog, Design Stuff!, Photoshop Brushes, Photoshop Tutorials
10 Comments Posted under: Blog, Design Stuff!, Photoshop Brushes, Photoshop Tutorials
I love Philadelphia cheese. I could eat it till it comes out of my ears. So, it was with interest that I read on TheDieline blog about the new design of the packaging and the new tub shape.
Exhibit A, below shows the current design and rectangular tub:
Exhibit B with the new curvy tub and glowing logo:
Personally I like the new design and I don’t think it has anything to do with the fact I love the product itself. I think it’s been modernised without losing any of the brand history. I’m not too sure about the mega-glow behind the words Philadelphia Full Fat Cheese, but I do like the gradient on the swooshes. The old tub is actually looking quite clinical and sanitised in comparison.
What do you think of the new design? Good, bad, indifferent?
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Not only has the brand image evolved but the packaging too. Gone is the clear plastic lid and square corners where the cheese could be awkward to remove. The “fresh pack” must self seal to help it’s fridge life, the disadvantage is that you will be unable to see the mouldy contents when the tub has been “lost” at the back of the fridge.
You always had to be careful with the Philly & chive variety.
It’s like web 2.0 meets product packaging. It packs some more onto the “lid”, but it’s valuable information and I think it’s done tastefully. It’s a little trendy perhaps, but it holds onto it’s roots. When it goes out of trend, they can just refresh it again =)
Chris Coyiers last blog post..Auto-Moving Parallax Background
Web 2.0 is a good point. Especially with the nice use of gradients. It’s pretty well done, but I am not to sure of the nebulous star burst behind the logo. A little science fiction for this product. Reminds me more of The Philadelphia Experiment (http://www.imdb.com/title/tt0087910/)than the yummy goodness inside. I think I’ll go get a bagel now…
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That’s so funny, web 2.0 came to mind immediately for me as well. Another thing that comes to mind is that it’s a much less efficient packaging, it seems, which is not so good. Not sure what an oval foil “fresh pack” looks like, but it’s bound to be more wasteful than a rectangle, no? Or maybe my geometry’s not so good… =)
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Hi Fran, yes the chive can be a bit mould like!! Yummy though.
Hi Chris, LOL – Philadelphia 2.0, yes it is trendy. Has a bit of a buttery tub look about it.
Hi Devlin, the whole time I was writing that post I was thinking about a bagel too.
Hi Heather, I was thinking that the foil would be better because there’s no outer plastic bit, that really just gets in the way. We will have to wait and make our decision when it comes out!
Hi,
I like the new design. It really has lifted the products image without making it unrecognizable. People will still recognize it on the shelf even if they were unaware on the new packaging.
I like the new look also,
the product on the other hand is beautiful,
If you ever make up some McDonnells / Batchelors Super Noodles pop in a chunk of Phili before eating… YUMMY!!!
Do eat Philidelphia in moderation though as it goes straight to the arteries…
Steven
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Hi Steven
I’m afraid to ask how you figured out McDonnells and Philadelphia go well together. It sounds like an unusual combo!
As someone whose in the states and from Philadelphia. I sit here giggling while reading everyone calling it Philadelphia Cheese. Here in the states it is called cream cheese or Philly cream cheese since they do make generic cream cheese here. Just a bit of trivia for everyone. I’ll be moving on now. Hi Jen!
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ha, ha mitzs. Over here if you just say “Philadelphia” whilst talking about food, everyone knows you’re talking about cream cheese.