Hornall Anderson Breaks Category Convention For Progresso


How does a brand like Progresso, with over 100 years of heritage in providing quality food, design packaging that speaks to both loyal supporters and more adventurous cooks looking to try something new? This was the challenge Progresso faced when they partnered with Hornall Anderson to develop packaging for a new line of cooking stocks. 


The solution: break the category convention by using lively, classic illustrations, modern typography, and a fresh color palette but at the same time also emphasize craftsmanship and the love of the ingredients inside.  The side of the packaging touches on Progresso’s heritage and love for food, and gives suggestions to inspire our cooks to create their next perfect dish. 

Deliverables include packaging, photography, a style guide demonstrating best practices for advertising, a microsite, and more. Credits go to Creative Director Michael Connors, Design Director Peter Anderson, Designer Max Churchill, Strategy Euan Fraser, Illustration Steven Noble, Lifestyle Photography (in-situ) Dave Estep, Copy Shirley Hendrickson, and Account Services Lorna Harrington.