Philadelphia Website
Client
Philadelphia Cream Cheese
Agency
Soulsight
Role
Designer
Background
Philadelphia is cream cheese.
As the preeminent brand of cream cheese, Philadelphia, identified an opportunity to shift focus beyond the schmear and educate consumers on all the possible ways to use their product—for desserts, snacks, meals, and more. After undergoing an identity evolution in 2021, the brand launched a new campaign highlighting Philly’s promise of immersive pleasure in every bite, and they wanted an all-new website to match.
Philadelphia was the first of the Kraft Heinz brands to experience a website redesign and the selected direction would serve as a template and gold standard for all other Kraft Heinz brand website redesigns to follow.
Before
Brief
Overhaul creamcheese.com.
The client wanted to completely redesign and modernize their website with the goal of being consumers’ go-to destination for all things related to cream cheese. Through this effort, the brand sought to have their site feel less product-forward but more experiential and sensorial, with its primary user function being recipe access and mouthwatering appetite appeal. The new site also needed to convey a sense of visual and functional simplicity in order to achieve a seamless and intuitive user experience for both existing Philadelphia consumers as well as those discovering the brand online through its recipe feature.
After
Solution
While we offered three distinct design directions, the client was ultimately drawn to our modular gallery concept, which highlighted captivating imagery for mouthwatering recipe appeal and clean formatting for easy navigation and usability. This concept presents the brand in a more refined and editorial space, with its visual storytelling through imagery, clear user paths, and intentional use of open space.
Opening animation and initial homepage interactions.
Note: more interactions displayed at bottom of page, below key page layouts.
Key pages
Homepage
Homepage > Recipe Landing Page
Homepage > Recipe Landing Page > Recipe Detail Page
Interactions
Campaign
The website launched in conjunction with the following TV spots as a part of the whole sensory experience campaign.
Team
Stephanie Crair, Creative Director
·
Carrie Susskind, Design Director
·
Jess Cohen, Designer
·
Kaleigh Pawar, Designer
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Stephanie Crair, Creative Director · Carrie Susskind, Design Director · Jess Cohen, Designer · Kaleigh Pawar, Designer ·