(Est. 1905) Progresso, a brand of General Mills, is an American food company that produces canned soups, canned beans, broths, chili, and other food products. This post relates specifically to their new line of cooking stocks.
Hornall Anderson (Seattle, WA)
In order to communicate the higher quality of product inside the package, the design needed to appeal to cooks' creative aspirations as well as demonstrate clear superiority over the competition. By understanding that premium brands create trends rather than follow them, the result was a solution that radically broke category conventions—building on years of heritage to create a fresh, new perspective.
Using lively, classic illustrations, modern typography, and a fresh color palette, we emphasized craftsmanship and 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.
Hornall Anderson provided text
Images (opinion after)
Beside being well designed at first glance (and second inspection) what's most remarkable about this new range of stocks is that it is able to elevate the same brand that sells soup in sometimes garish packaged cans. Look at how the logo is treated on the first image below — festooned with colors, gradients, and nearly a cornucopia — and then how it is on the new stocks. Two flat colors and that's it. Instead of the never-appetizing photos of the product, there are classic engraved illustrations of the source of the stock, reproduced color-on-color against Progresso's light blue. The typography on the packaging is quite nice and well nuanced in its shadows or when it's set on a curve and the distractions are kept to a minimum. Overall, this captures that elusive artisanal aesthetic without trying as hard as others (or even itself) and, for a mainstream product as large as Progresso, it raises the standards of what gets put on so many shelves.