Philadelphia Showcase Image 1
Philadelphia Showcase Image 1
  • Philadelphia Showcase Image 2
    Philadelphia Showcase Image 2
  • Philadelphia Showcase Image 3
    Philadelphia Showcase Image 3


Nearly 150 years ago American dairyman William Lawrence created the first cream cheese – Philadelphia – in New York. In 2013, Dragon Rouge embarked on a radical redesign and re-positioning of the iconic brand.

The new positioning captures what we all love about food and eating - a diverse range of tastes, textures, sensations, colours and choice of ingredients. This is illustrated through a photographic style that boldly breaks the boredom of food routine. It celebrates the appeal of effortlessly preparing beautiful and tasty food that is good and delicious.

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. The online brand visual identity book sustains the integrity of the Philadelphia vision to Spread Deliciousness by inspiring beautiful, easy to prepare food and creating moments of deliciousness.

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