Design Agency: Design Bridge
Project Type: Produced, Commercial Work
Client: Lyle's Golden Syrup
Packaging Contents: Golden syrup
Design Bridge give Lyle’s Golden Syrup® the Royal treatment to celebrate The Queen’s 90th Birthday
Independent brand design agency Design Bridge today announce details of their work creating a limited edition tin for Lyle's Golden Syrup in celebration of The Queen’s 90th birthday. Design Bridge have incorporated newly crafted elements into the design of the iconic Lyle’s tin, officially the world’s oldest unchanged brand packaging, creating a new, highly collectible design while staying true to the original Lyle’s identity.
Mike Stride, Creative Director at Design Bridge explained, “Lyle’s Golden Syrup is one of the most instantly recognisable brands, so our challenge was to create something unique in honour of this special occasion while retaining the characteristic design that everybody knows and loves, such as the arch that bears the Lyle’s word mark and the filigree detailing. We wove new details into these elements to create a mood of festivity and celebration on the tin, taking inspiration from the street party that will take place in June to mark the Queen’s special birthday.”
Design Bridge felt a fitting emblem to tie the design into the planned festivities would be the Royal Coach, which The Queen is expected to appear in as part of the horse drawn parade and street party. On pack the Lyle’s arch has been transformed into the majestic carriage, bearing the “E II R” Royal cypher and the message ‘Happy Birthday Your Majesty’ in a regal purple, a new colour for Lyle’s and the one most often associated with The Queen. The Lyle’s filigree pattern has been re-drawn to include street party bunting and crown-shaped birthday cakes, while the borders of the design are inspired by the rich drapery and decoration of the Royal Carriage and incorporate the official royal emblem of the St Edwards Crown.
Mike Stride at Design Bridge continued, “An added spectacle of our design is that when the tins are lined up in a row on the shelf, they form a delightful parade of royal carriages and street party bunting, fit for a Queen. We also wrote the copy for the tin to add a further festive dimension to the design, with phrases like ‘have a right royal knees up’ and ‘perfect for celebratory treats’ capturing the mood of the occasion in Lyle’s distinctive and playful tone of voice.”
Design Bridge have created a number of limited edition tins for Lyle’s products over the last five years, including ‘Bake, Eat & Be Merry’ Lyle’s Golden Syrup for Christmas 2013, and ‘Happy and Glorious’ Lyle’s Golden Syrup for the Queen’s Diamond Jubilee in 2012, which won a DBA Design Effectiveness Award.