The brief was to come up with something that celebrates the festive season whilst retaining the brand’s core identity, such as its iconic arch shape, classic lettering and Victorian detailing.
The UK brand design agency organised an internal competition and created ideas for detailing such as a Christmas pudding, traditional six pence, holly, Christmas crackers and filigree.
Fantastic shelf appeal
Elpida Gailani, senior brand manager, Lyle’s Golden Syrup, said it was impressed by the breadth of ideas Design Bridge delivered for last year’s Halloween limited edition tin, so it asked the firm to do something equally as engaging for Christmas.
“With this special Christmas limited edition tin, rich in its vibrancy and premium design, it delivers fantastic on shelf standout during the festive season," she said.
Asa Cook, creative director, Design Bridge, said based on the popularity of baking, inspired by TV programmes such as The Great British Bake Off, and playing on the phrases ‘eat, drink and be merry’ it came up with the words ‘bake, eat and be merry’ to put on the packaging.
Premium feel
Other requests in the brief were to highlight Christmas baking ideas, flavour and taste, and maintain a premium feel so consumers would see the tin as table-worthy.
“This design project 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,” said Cook.
“We wanted to create something truly collectable that shoppers would want to keep, reuse and display.
“Having worked with Tate & Lyle Sugars for nearly 10 years now, we’re thrilled to see our limited edition designs performing so well.”