Philadelphia New Brand Design

Sooo Delicious

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Philadelphia and Dragon Rouge, a beautiful story that’s been unfolding for many years. A constant leader in its field, Philadelphia communicates its authentic personality… Our goal: Reignite the love of the Philadelphia brand by making it distinctive and meaningful in people’s everyday lives.


We embarked on a pure and fresh journey through the delicious, flavourful and authentic texture of the product.

Our work consisted of dissociation within the brand – impact, visibility, iconicity – and the brand world – indulgent, purity, authenticity and truth.


We created brand assets that can thrive beyond the packaging: POS, website, posters… Inspired by the specific oblong shape of the product, we developed iconic branding with a powerful design system. The proprietary shape was applied holistically, which drives consistency and uniqueness. Lots of products, one big family!

A big thank you to all of you who have made this happen! This is a tremendous team effort in record time!” 

Valerie Thill 
Marketing Director Philadelphia MEU

Looks amazing, award-winning, market-leading!! Great work team!!

James Norris 
European Design Operations Manager & Global Design to Print Lead Mondelēz International 

Dragon Rouge

We’re red-blooded, networked and nimble. We’ve been in business for 35 years and have 8 offices around the world. We’re in Hamburg, London, New York, Paris, Shanghai, Singapore, Sao Paulo and Warsaw. We’re a global tribe of strategists, designers and account managers working on an exciting mix of brands – from sport and fashion to tech and entertainment. And more. We’re as happy holding 4-day design sprints as we are in running research or in board rooms challenging our clients. Our history in consumer research and insight means we’ve developed a sixth sense for building brands that people love.

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