Progresso is a brand that recently overhauled its packaging to better reflect its more than 100-years of history, an effort that can be observed in the branding for its soup stocks. The vibrant blue tetra-pak containers feature sketched illustrations that recall the imagery of a farmer's almanac, which creates a connotation between freshly harvested ingredients and the product itself.
Progresso's new packaging scheme for its soup stocks were designed by Hornall Anderson, an agency with offices in Seattle, New York, London, Leeds and Hull.
Given that soup is a product that connects many consumers to the feeling of home, it is apparent that consumers are much more responsive to soup branding that takes on an artisan-inspired appeal.
Homespun Soup Stock Branding
The Branding for Progresso's Soup Stocks Takes an Artisanal Approach
Trend Themes
1. Artisanal Packaging - There is an opportunity for brands to overhaul their packaging to reflect a more artisan-inspired appeal, connecting with consumers on a nostalgic and homey level.
2. Illustrated Branding - Using sketched illustrations in branding can create a connotation between the product and freshly harvested ingredients, appealing to consumers who value natural and authentic food experiences.
3. Historical Branding - Brands with a long-standing history can highlight their heritage through packaging design, evoking a sense of trust, quality, and tradition among consumers.
Industry Implications
1. Food Packaging Industry - The food packaging industry can explore new opportunities in creating artisanal-inspired packaging that connects with consumers on an emotional level.
2. Illustration and Design Industry - The illustration and design industry can cater to brands looking to incorporate sketched illustrations in their branding, providing a unique and nostalgic visual appeal.
3. Branding and Marketing Industry - Branding and marketing agencies can help brands with a long-standing history revamp their packaging to highlight their heritage and build trust with consumers.