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 us 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.
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.