From:Packaging News

Design Bridge has designed a limited-edition tin for Lyle’s Golden Syrup in celebration of The Queen’s 90th birthday.

The design agency incorporated newly crafted elements into the design of the iconic Lyle’s tin, creating a new, highly collectable design while staying true to the original Lyle’s identity.

Design Bridge said Lyle’s Golden Syrup is one of the world’s oldest unchanged brand packaging.

It tied the Royal Coach to the pack theme, 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, creative director at Design Bridge, said: “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.”