Lyle's Golden Syrup
"Brand design agency Design Bridge is pleased to announce details of its design for a limited edition Lyle’s Golden Syrup festive tin. Marking a long-standing relationship with Tate & Lyle Sugars, this is the third project of its type by Design Bridge, following successful limited edition tin designs in 2012 marking the Queen’s Diamond Jubilee and Halloween. The limited edition Lyle’s Christmas tin was exclusively unveiled on Thursday 24 October as part of Selfridges ‘Gingerbread Lost London’ Christmas window display designed by Bompas & Parr and created by The Biscuiteers.
As part of the brief, the challenge was to celebrate Christmas whilst retaining the brand’s core equities such as the iconic arch shape, classic lettering style and Victorian detailing. Further key requirements were to highlight Christmas baking ideas, flavor and taste, and maintain a premium feel so consumers would view the tin as table-worthy.
Design Bridge ran an internal competition allowing the design team to explore different creative ideas. The strongest concepts were then developed and worked in with Lyle’s® core brand equities to create the final design. With detailing including a Christmas pudding, a traditional six pence, holly, Christmas crackers and filigree, the final design is rich with festive fun and delivers a premium look and feel."
Building on the current spike in popularity of baking, inspired by the likes of TV’s Great British Bake Off, and playing on the traditional Christmas phrase ‘eat, drink and be merry’ the words ‘bake, eat and be merry’ were chosen to adorn the iconic arch providing a suitably festive tone of voice.
“This design project was focused on celebrating Christmas with a fun and striking design, yet one which looked classically simple and in line with Lyle’s Golden Syrup® iconic brand architecture. We wanted to create something truly collectable that shoppers would want to keep, reuse and display.” Cook added, “Having worked with Tate & Lyle Sugars for nearly 10 years now, we’re thrilled to see our limited edition designs performing so well. With so many of the Design Bridge team involved with early stages idea generation, it made this project all the more enjoyable and rewarding. We look forward to the possibility of future limited edition projects celebrating more special occasions.”
Asa Cook, creative director at Design Bridge
Designed by Design Bridge, London
“We’re very pleased with the festive limited edition Lyle’s Golden Syrup® tin. We were so impressed by the breadth of ideas and creativity Design Bridge delivered for last year’s Halloween limited edition tin, as well as how well it performed on shelf, we were eager to replicate this and do something equally as engaging for Christmas. Design Bridge has been the perfect partner during the process, providing a strategic understanding of the brand, our heritage, and the market place. With this special Christmas limited edition tin, rich in its vibrancy and premium design, it delivers fantastic on shelf standout during the festive season."
Elpida Gailani, senior brand manager of Lyle’s Golden Syrup®