Lyle’s Golden Syrup has announced its first true rebrand since 1883, rolling out across the UK this month.
The new design aims to unify Lyle’s product range with new branding and a contemporary logo, still based on a lion, marking the first full logo change and redesign for Lyle’s since its inception in the 19th century. The brand hopes the move will refresh its legacy to appeal to a 21st-century audience.
The rebrand will take place across the full product range, excluding the classic Lyle’s Golden Syrup tin, which will retain its heritage packaging featuring a 19th-century illustration of a golden lion. The iconic green tin and golden lion logo holds the Guinness World Record for the world’s oldest unchanged brand packaging, having remained essentially identical since 1883.
Rollout of the updated branding begins this month and will continue throughout 2024 across retail and food service packs, including full-sized bottles, breakfast bottles, dessert toppings and golden syrup portions.
James Whiteley, Brand Director for Lyle’s Golden Syrup, said: “We’re excited to unveil a fresh redesign for the Lyle’s Golden Syrup brand. For a century and a half, Lyle’s has added flavour and fun to the breakfast table and in foods that the whole family love, bringing a delicious dose of absolutely golden magic to any moment.
“While we’ll continue to honour our original branding with the heritage tin, consumers need to see brands moving with the times and meeting their current needs. Our fresh, contemporary design brings Lyle’s into the modern day, appealing to the everyday British household while still feeling nostalgic and authentically Lyle’s.
“We’re confident that the fresh new design will make it easier for consumers to discover Lyle’s as an affordable, everyday treat, while reestablishing the brand as the go-to syrup brand for the modern UK family, featuring the same delicious taste that makes you feel Absolutely Golden.”
NAM Implications:
- Changing iconic brands takes courage…
- …and altering a 140-year-old becomes a leap of faith.
- Still, curiosity alone may help pull new young users aboard.
- Watch this space…