Philadelphia Cream Cheese, the iconic spread from Kraft Foods, has undergone a graphic redesign that showcases its flavorings better. The new graphics, from British design firm Pearlfisher, now use high-quality photography to highlight the ingredients and flavors of each SKU.

“The new design is fresh and delicious and now marries up both the lid and the pack-particularly with the tubs-to provide consistency for the product and the range, whilst also retaining the signature swirl of cream cheese and the silver equity by which we know and love this brand,” says Mark Christou, Pearlfisher’s creative director. The new look for Philadelphia Cream Cheese Tubs is now available in stores nationwide.