Philadelphia

I was commissioned by Ogilvy to design a bespoke typeface for the popular cheese spread Philadelphia.

The design was inspired by the product itself. Dynamic, flowing letterforms help convey a sense of motion, mimicking the act of spreading, enhanced by generous and expressive flourishes. The task was to create a versatile set of characters packed with personality.

 

The font works primarily as unicase in style and many contextual alternates, ligatures and swash characters were included to increase the creative possibilities for the user.

 

Designed under the direction of Ogilvy.
Shortlisted for D&AD, 2024

Huge thanks to LetterJuice for their support with the typeface.