Built on a passion for sharing the best ingredients, Progresso has lived in American hearts and kitchens for a century. With more choices on shelves, today’s increasingly health-conscious shoppers have begun moving away from canned goods. In overhauling identity and architecture across the entire portfolio, we knew the brand needed to rally around real, quality food—affirming fans and enticing fans-to-be.
Our strategy honed in on the love of food, found in home kitchens and Progresso recipes. In a pure, proud design displaying the Progresso name and the goodness inside the package, the new wordmark embraces and modernizes heritage while the updated look and feel serves up greater impact and relevance. Vibrant, iconic photography highlights the care put into each recipe. For Progresso Cooking Stocks, we broke convention with lively, classic illustrations, modern typography, fresh messaging and color to emphasize craftsmanship and a new perspective.
Now an invigorated category leader, Progresso is in touch with its roots but also aligned with modern tastes and mindsets. Ready to earn a spot at more tables, and in more cupboards, than ever before.