Progresso

Creative Agency: Hornall Anderson
Project Type: Produced, Commercial Work
Client: Progresso
Packaging Content: Foods, stocks, broths and condiments
Location: USA

Built on the belief that truly satisfying food is the product of passion—for the ingredients, for how it’s made, and for those with whom you share it — Progresso has held a place in American hearts and kitchens for over a century.

Launching this soup season, Progresso teamed up with Hornall Anderson to redesign their brand and remind fans and to-be fans alike that there’s no substitute for real, quality ingredients and rich, full flavors.

As shoppers become increasingly health-conscious, the new stripped-back design proudly displays both the Progresso name and what’s inside the package, inviting consumers to enjoy soul-satisfying soup recipes with full confidence. A new wordmark embraces Progresso’s heritage, while modernizing its look and feel for greater impact. To increase shopability, excess detail is replaced with clearly legible sub-lines and unique vessels, ensuring shoppers can easily find their favorites and discover new choices. The vibrant, iconic photography set against a clean, bright label highlights the care and attention to detail that goes into each recipe. After all, there’s nothing more delightful than enjoying a hearty meal, honestly and beautifully prepared.

In addition to soups, the rebrand includes the full line of Progresso foods, stocks, broths and condiments. The entire product portfolio pays homage to the brand’s continued ability to lead the industry through challenging convention and eye-catching design that shows the world what it’s made of.