Philadelphia

As part of a new global friendship platform that entices people to indulge in Philadelphia, we developed a deliciously simple type-led brand system. We created a headline ‘friendly’ font, identity system and art direction, showing that Philly is a ‘friend to food’. Our font features expressive, friendly ‘flourishes’ that hug and embrace food. The ‘flourishes’ also express the indulgent feeling of spreading creamy Philly, thus improving taste appeal.