Brand strategy & identity & Packaging design

Progresso

Hero image
Hero image

The Challenge

Appeal to modern tastes.

Progresso has lived in American hearts and kitchens for a century. But with more fresh choices on shelves, health-conscious shoppers have begun moving away from canned goods. The brand needed to rally around real, quality food—affirming fans and enticing fans-to-be.

The Solution

A fresh take on heritage.

We designed a wordmark that embraces and modernizes heritage. The look and feel serves up striking impact and relevance. Iconic photography on a clean label highlights the care put into each recipe. By removing excess detail in favor of unique vessels, we helped guide shoppers at shelf.

Envisioning the way forward for new Progresso Cooking Stocks, we radically departed from convention with lively, classic illustrations, modern typography, fresh messaging and color to emphasize craftsmanship and a new perspective.

Hero image

What Matters

For the love of food.

Since its start as a food cart selling the best olives and cheeses to Sicilian villages, the brand has held onto its founding passion. We helped bring it forward and show what Progresso is made of: superior quality. Now an invigorated category leader, the brand is in touch with its roots yet feels right at home in today’s kitchens.

image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
image
gif
gif
View More Work