Stripped-Backed Progresso Packaging Emphasizes Honesty

Launching this soup season, Progresso teamed with Hornall Anderson to redesign their brand and remind fans that there’s no substitute for real, quality ingredients and rich, full flavors. As shoppers become increasingly health conscious, a new stripped-back design displays both the Progresso name and what’s inside the package.


A new wordmark embraces Progresso’s heritage, while modernizing its look and feel. To increase shopability, excess detail is replaced with clearly legible sub-lines and unique vessels, helping shoppers identify their favorites and discover new choices.


Photography set against a clean, bright label highlights the care and attention to detail that goes into each recipe. In addition to soups, the rebrand includes the full line of Progresso foods, stocks, broths and condiments.