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Graphic redesign for Philly Cheesesteak focuses on authenticity

A complete redesign of the packaging graphics for handcrafted heat-and-serve deli sandwiches focuses on the artistic and emotive side of the brand and adds clarity and consistency.

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Raybern’s®, the company behind the #1 U.S. selling Philly Cheesesteak sandwich, stands out in frozen food cases more than ever thanks to a newly completed packaging graphic redesign by global brand agency CBX. 

“Raybern’s has provided families with delicious and convenient sandwiches, snacks, and appetizers for more than 30 years and is famous for inventing the frozen deli sandwich,” says Rob Leibowitz, CEO of Raybern. “Consumers consistently describe our handcrafted sandwiches as hearty and delicious. The goal of our partnership with CBX and this graphic redesign project was to ensure that our exceptional product delivery and consumer experience were significantly more visually apparent and appealing at shelf.”

Notes CBX Chief Creative Officer Rick Barrack, “Elements of the redesign included a new graphics system and typography, and a strong focus on mouth-watering food photography, as well as messaging that emphasizes the handcrafted nature of the company’s sandwiches.”

Created by the company’s founder more than 30 years ago, Raybern’s original bread recipe delivers a deli-soft roll after just 90 seconds in the microwave. To this day, the bread is baked daily on-site and is one of the key components of the sandwiches. The meats are artisanally seasoned, cooked, and sliced deli thin. To complete the authentic experience, the sandwiches are handcrafted and individually wrapped in butcher paper.

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