Project

Creative Strategy
Brand Design
Packaging Design
Innovation

Situation

Progresso Soups is rich in history. Over 100 years in the business of warming bellies. However, more and more shoppers were flocking to the perimeter of the store to fill said bellies. Progresso needed to reinvigorate the dusty soup aisle.

My team was tasked with launching a premium stocks product and a refresh for the brand and packaging system.

Action

What is modern heritage? This was one of the defining queries my team chased down. The answer was a balancing act. The launch of the premium stocks kicked off this pursuit with woodcut illustrations and a pop of color meant to grab eyeballs in the aisle.

This idea of a beacon in the aisle also fueled the overall packaging system. A striking system that leveraged the brand equity of blue. Discipline in front-of-pack messaging supported brand overall and made it clear to shoppers that Progresso valued their time.

Result

A scalable brand packaging system that has stood the test of time and made way for future innovations.

Over 100 SKUs, packaging guidelines and a food activation guide cemented my agencies value with General Mills.