Hornall Anderson Rebrands Progresso Soups

Hornall Anderson Rebrands Progresso Soups

Launching this soup season, Progresso teamed up with Hornall Anderson to redesign their brand. 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.

In addition to soups, the rebrand includes the full line of Progresso foods, stocks, broths and condiments. 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.

Hornall Anderson