the book of
PHILADEL PHI A
© Kraft Foods 2012
Table of contents
Heritage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . How to use this book . . . . . . . . . . . . . . . . . . . . . . . . . Belief. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Essence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Equity Pillars . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Architecture. . . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Personality. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Tone of Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Experience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6 10 12 16
20 24 28
30 34
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Casting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Music. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Broadcast. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Iconography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Research & Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Heritage
yesterday
In 1872, dairy farmer William A. Lawrence set out to create “a richer cheese than ever before� and named his discovery after the city famous for high-quality food. From its origin, Philadelphia Cream Cheese has always been about the joy of discovery.
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the book of PHI L A DE L PHI A Heritage
today
Today, Philadelphia continues to add richness to food and to life. And every day, people are discovering new ways to share that feeling, and spread the Philadelphia, to places they never imagined.
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the book of PHI L A DE L PHI A How to use this book
Philadelphia is more than a brand. It’s a feeling. Emotion and personality should infuse everything we do. This book reflects our vision for Philadelphia and is your guide to bringing that Philadelphia feeling to whatever it is you’re creating. We hope the examples and suggestions found here will inspire your creative thinking while providing some boundaries within which to explore. If you need help, there’s an appendix in the back.
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the book of PHI L A DE L PHI A belief
Finding pleas u r e in every day leads to a richer LI F E .
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why we believe in it
We believe a positive outlook yields positive results. We think it’s easy to find joy in the seemingly ordinary, if you simply adjust your lens. So we are for singing in the shower and laughing out loud, for paying compliments often, and saying “thank you” always. We believe in keeping our glass half full, and sharing it with others so they can take a drink too. We’re constantly finding things around us to enrich our day and believe that a daily dose of enjoyment is not only good for you, it’s necessary.
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the book of PHI L A DE L PHI A brand essence
Simple PLE ASUR E S that make life even r i c he r .
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how we live it
Philadelphia gives you a feeling. A richer experience. An enriched life. It’s personal. Your moment as well as your whole outlook can change. But it doesn’t stop there. It’s a spirit that’s infectious. Contagious. You just can’t keep it to yourself. And it may take you to some exciting new places. So go on. Indulge yourself. And pass the vibe on to others.
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the book of PHI L A DE L PHI A
brand EQU I T Y P I LLA RS
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the book of PHI L A DE L PHI A brand equity pillars
The key tenets that provide the foundation of our brand, and serve as the guideposts in everything we do. PLEASURE
PREMIUM
SIMPLE & FRESH
• Elevates food and experiences
• Gold standard quality
• Uncomplicated
• Heritage and origin of name
• Accessible
• Enables sharing and togetherness • Provides relaxation and reward
• Authentic and consistent
• Current • Wholesome goodness
• Creamy
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brand co nn e c tio n
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the book of PHI L A DE L PHI A
wHErE THE brAnD AnD our consumEr InTErsEcT
I enjoy PHILADELPHIA because it makes my life rIcHEr.
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brand architecture
consumer need
A strategic road map designed to identify the key consumer need states that the Philadelphia brand portfolio delivers.
Consumer need
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Enrich
Create
“For times when I want an easy way to make the ordinary more rich and more satisfying, on the go or at home.”
“For times when I feel inspired to create a great-tasting, creamy meal for my family or guests and want to feel confident that it will be a crowd pleaser.”
the book of PHI L A DE L PHI A
Reward
Nurture
“For times when I need a reward or to take a pause (solo or with others) from the often chaotic day I’ve had or expect to have.”
“For times when I need to satisfy myself and my family and am mindful of selecting a fresh snack that is wholesome and good for me.”
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brand as endorser upholding the Philadelphia essence
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the book of PHI L A DE L PHI A brand as endorser
When Philadelphia endorses another product, that product must be consistent with the essence of the brand, delivering on both product (taste, aroma, texture) and brand characteristics.
Qualification Criteria for Philadelphia Endorsement
Product Characteristics
Brand Characteristics
• Creamy/smoothness • Fresh (chilled or frozen) • Rich taste and texture
• Premium quality • Authenticity • Real
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brand PERSON A LITY
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the book of PHI L A DE L PHI A brand personality
Philadelphia is multi-dimensional and forever changing. But it has distinct attributes that will always define it. CREATIVE
JOYFUL
There is no limit to what Philadelphia can do. As the world’s tastes evolve, Philadelphia continues to surprise us with its amazing versatility and bring out the inventive spirit in all of us.
There is just something about the fresh, creamy goodness of Philadelphia that brings out a smile whenever it comes out and whatever it goes on.
confident
Enthusiastic
There is something reassuring about Philadelphia. You know there will always be quality and goodness. Whatever you put it on or stir it into, you’re going to feel good about the result. This helps give us the confidence to try new things and never hold back, whether with our Philadelphia or whatever else we face in life.
Philadelphia is up for anything. From jumping on a pumpernickel bagel to mixing it up with some penne pasta, it keeps a positive attitude and never loses its zest for life.
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brand To nE o f vo I c E
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the book of PHI L A DE L PHI A TonE of voIcE
wHAT PHILADELPHIA Is vs. Is noT
From TV to digital to recipes and coupons, Philadelphia has a distinct voice that never wavers – a light, friendly tone that embodies our equities and personality as previously described . Here are some additional guidelines that help define the unique point of view that is Philadelphia . Philadelphia…
Philadelphia never…
SIMPLIFIES
OVER-EXPLAINS
ENGAGES
LECTURES
KEEPS IT LIGHT
LAYS IT ON TOO THICK
LISTENS
HOGS THE CONVERSATION
CELEBRATES
PASSES JUDGMENT
SHARES
KEEPS THINGS TO ITSELF
SUPPORTS
DOMINATES
ELEVATES THE CONVERSATION
DUMBS IT DOWN
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philadelphia vs. philly the Philadelphia name
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the book of PHI L A DE L PHI A Tone of voice
Philadelphia VS. PHILLY
Our name is PHILADELPHIA. There is great pride and heritage in our name, and so we want to be consistent in using this form in all communications. We do, however, recognize that consumers sometimes refer to us as PHILLY and we encourage and embrace this.
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brand Experience
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the book of PHI L A DE L PHI A Overview
The first part of this book defines what the brand is and what it stands for. This section describes what the brand should feel like, providing guidance on how to capture the right look and tone, to effectively deliver the bigger brand experience, whatever the communication would be.
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casting portraying our consumer
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the book of PHI L A DE L PHI A Casting
Anyone we cast should be genuine, relatable, attractive and aspirational. You want to be around these people, and be like these people. At the center is our woman. She has an exuberant confidence and knows what she wants out of life. But she also has a very giving nature that allows her to share her feelings and enthusiasm with others. Her sparkle and spirit make her stand out from the others.
• Everyone should have a believable and credible association with the product. • No one should ever appear elite or talk down to the target.
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Music the Philadelphia soundtrack
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the book of PHI L A DE L PHI A Music
Music is crucial to the brand and defines it in a way that goes beyond words. The Philadelphia soundtrack should always capture the feeling of the brand – light, melodic, joyful. It never gets too heavy or dark, but is eternally hummable and infectious, and helps spread the feeling of Philadelphia wherever it’s heard. A consistent soundtrack should be used to represent the brand, while different arrangements should be created to help separate them.
• Usages: The music should remain consistent whenever audio is part of the mix: TV, digital, radio, in-store, cinema. Different arrangements are permissible depending on execution, and encouraged to help separate the messaging when needed (different brands, seasonality, new products, promotions, etc.).
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broADcAsT the look of Philadelphia
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the book of PHI L A DE L PHI A broADcAsT
Our film is always of a premium quality, capturing life a little more beautifully than it actually is . We always want to capture a lush, rich and gorgeous look, using natural light and simple, yet elegant, settings . It’s a world you can relate to, but also aspire to . The food is naturally integrated in the action, and always captures the fresh, creamy goodness of Philadelphia .
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Photography food
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the book of PHI L A DE L PHI A Photography
food
Our food photography shows our Brand Equity Pillars in action: Pleasure, Simple and Fresh, Premium. This is done through conscientious styling and propping decisions that create food images that not only inspire, but also communicate the richness that Philadelphia brings to one’s food. Although the food aspect emphasized (food in process, meal presentation, appetizing details, etc.) will shift depending on the communication need, all images should use natural light, incorporate relatable elements and impart high production value.
• Lighting: Natural, appropriate to environment, ranging from full and bright to soft and atmospheric. Avoid artificial over-lighting and extreme contrasts (all black shadows with blown-out highlights). • Food Styling: Relaxed and editorial, with just enough casual touches to keep it relatable. The end result should look luscious and appetizing, not meticulous and “created.” • Propping: Informal, contemporary, simple. Should bring a sense of human presence without overshadowing or distracting from the food. • Angles: Straightforward and direct, ranging from eye-level to overhead (“bird’s eye”). Avoid unnatural (e.g., tilted horizon) or dramatic (e.g., extreme low-angle) perspectives. • Focus: Selective focus can be used to highlight the food/food details. Infinite focus should be avoided as it is unnatural and feels artificial.
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PHoTogrAPHy lifestyle
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the book of PHI L A DE L PHI A Photography
Lifestyle
The Philadelphia experience is aspirational, inspiring, uplifting, joyful and rewarding. Our lifestyle photography should reflect this.
• Lighting: Natural, appropriate to environment, ranging from bright and sunny to warm and atmospheric. Avoid artificial over-lighting and extreme contrasts (all black shadows with blown-out highlights).
The key is to capture the right moment – uninhibited, human, honest – and make sure the styling creates an environment that is familiar and believable to our consumer.
• Propping: Casual and loose, authentic to the situation/environment. They should be used to help tell a story, not just fill space.
All aspects of connecting with Philadelphia should be considered, whether it’s the pleasure of making something delicious, the satisfaction of sharing a meal, or the immediate delight of sinking your teeth into a cream cheese-covered bagel. A sense of candidness and informality should be present throughout.
• Angles: Straightforward and direct. Avoid unnatural (e.g., tilted horizon) or dramatic (e.g., extreme low-angle) perspectives. • Focus: Selective focus can be used to highlight elements as needed. Minor motion blur is acceptable if genuine to the situation (e.g., movement while making food). Infinite focus should be avoided as it is unnatural and feels artificial.
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the book of PHI L A DE L PHI A IconogrAPHy
Logo
Our brandmark is our promise to consumers . It signals simple, fresh and premium quality and gives the brand a strong and unwavering foundation for all other communication to build upon . Although its size and placement may vary, certain aspects remain sacrosanct . As the Philadelphia brand evolves, the brandmark must consider these key visual equities while building relevant expressions of the Philadelphia brand tenants .
• Color: The brandmark consists of two dominant equity colors: Philadelphia Blue and White. • Halo: The white glow behind the brandmark serves a dual purpose. Emotionally it signals the future possibilities of the brand while functionally it holds back other visual elements. Care must be taken to reproduce the same softness and blend regardless of size or print process. • Frame: The horizontal brackets that encompass the wordmark create a strong, distinct and highly recognized beacon for the brand.
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packaging principles
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the book of PHI L A DE L PHI A Packaging
Packaging is the consumer’s first and most consistent interaction with our brand and product. How we deliver our message to the consumer directly affects the taste and textures of the product inside. Our vision for the Philadelphia packaging is to think, behave and execute like a leader. And look and act like the iconic brand we are. We don’t shout, we influence and we conduct ourselves in a refined and holistic manner. We exude quiet confidence.
• Structure: Utilize simple, fresh and premium forms. Gentle curves rather than hard angles. • Communication: When speaking to the consumer through our package, we will be simple, honest and straightforward. We will balance the emotion of inspiration with the function of clear communication. • Finish: We will utilize the highest quality printing process to convey our brand and product in the most compelling way. • Detail: There is a subtlety that we embrace in anything to do with packaging. From beautifully realistic photography to pattern and texture that supports the depth of such an engaging brand.
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research & dev elo p m e n t
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the book of PHI L A DE L PHI A Research and development
The key points under each equity pillar are the criteria that needs to be reflected in any future Philadelphia product, brand innovation or research. PREMIUM Consumer preferred product (product, package, experience) Elevates product application
SIMPLE & FRESH Not shelf stable Straightforward preparation and use Simple, understandable, familiar ingredients Appropriate package
PLEASURE Creamy Rich flavor Smooth texture
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Contact
For more information or questions, please contact:
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