The sauce that leads like a boss

The brand owners of the #1 pasta sauce in the US knew they needed to modernize.  Languishing in outdated cues, Prego’s previous branding system was too complex to accommodate continual innovation – hindering discovery at-shelf and ultimately, growth.

Without expanding the range to meet the desires of more adventurous, contemporary palates, Prego risked being dismissed as an antiquated staple that prioritized familial tradition over relevance. On the other hand, a jarring update could potentially drive away core consumers – the very people who established the brand as America’s favourite pasta sauce.

Recognizing that family-friendly is not for everyone, our solution was to share the love with both targets. Meaning, Prego could leverage its leadership status to confidently disrupt with distinction and do no harm.

For the core offerings, we stripped away superfluous detail to bring focus to bold ingredients, better taste, and quality. As fresh in spirit as it is in execution, this re-design evokes an approachable, can-do optimism – reinforcing the brand’s reliability for at-home meal makers.

With the core SKUs updated, the client set their sights on innovation and expansion. Launching contemporary varieties including Creamy Tomato Ricotta and Spicy Marinara, demanded a different creative approach. Through saucy typography, moody color palettes and restaurant-inspired photography highlighting plated meals, we create distinction by pivoting away from Prego’s promise of pasta night predictability.  Instead, we inspire people to rethink routine as well as outdated, pre-conceived notions of the brand.