Challenge:

As the oldest British brand in existence, Lyle’s Golden Syrup has earned the right to be considered a well-loved classic. The iconic green and gold tin has remained almost unchanged since the first time Britain celebrated a diamond jubilee in the reign of Queen Victoria. The brand carries a royal warrant, making it perfectly placed to celebrate a unique year in British history and everything that stands for- being patriotic without being too syrupy!

Solution:

The Royal Warrant symbol carried by the brand inspired our jubilee crown design. As an established design, the brand was confident enough to replace the main Lyle’s branding with an iconic emblem and a bespoke message- taken from the British National anthem "God Save the Queen.” Happy & Glorious features a hand crafted Jubilee Crown and has stayed true to the brand’s core equities while offering a proudly British and collectable edition in a year of Great British events.

As a limted edition tin, released to mark the jubliee, it flew off the shelves!