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Homespun Soup Stock Branding

The Branding for Progresso's Soup Stocks Takes an Artisanal Approach

— December 22, 2015 — Lifestyle
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.
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