Lyle's Golden Syrup: Happy and Glorious

Agency: Design Bridge
Client: Tate & Lyle Sugars
Brand: Lyle's Golden Syrup
Category: Packaging: Branded food

Executive summary

THE HALLMARK OF BRITAIN'S OLDEST BRAND, THE CLASSIC GREEN AND GOLD LYLE'S GOLDEN SYRUP TIN HAS REMAINED PRACTICALLY UNCHANGED FOR OVER 125 YEARS.

So, when Tate & Lyle Sugars commissioned us to design a limited edition pack to celebrate the Queen's diamond jubilee celebration in June 2012, they asked us to stick closely to their historic brand's iconic equities - whilst making consumers smile, of course. Available from May to July 2012, the design certainly did make consumers smile, with a '29% increase in sales and a 4.9% increase in market share.

+29% sales volume

+4.9% market share

Project overview