The new positioning captures a diverse range of tastes, textures, sensations, colours and choice of ingredients. This is illustrated through a photographic style that ‘breaks the boredom of food routine’.
The logo has been 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.
A colour system has been introduced that complements the flavours and generates visual impact in-store.
In the UK, the redesign is being rolled out across the Plain, Light and Lightest variants, but also all flavour variants, including Salmon & Dill, Spring Onion & Black Pepper, Garlic & Herbs, Sweet Chilli, Grilled Peppers, Chives and Cucumber.
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