Landers

The oldest packaging for a brand, according to the Guinness World Records, has been updated for the first time in over 150 years.

Tate & Lyle’s Golden Syrup – known widely in the UK as the green jar of syrup stuck to the bottom of your Nan’s cupboard – has removed the illustration of a rotting lion carcass that previously featured front and centre (don’t worry if you hadn’t spotted it before, neither had we.) The old illustration had been in place since 1885 and referenced a story from the Old Testament, in which Samson kills a lion and later finds a beehive growing in the body.

While the classic Golden Syrup tin will retain the lion carcass, Lyle’s has replaced the illustration with a flattened 2D graphic for plastic squeezy bottles. The simplified illustration shows an ornamental lion’s head and a bee, visually referencing some of the decorative patterns found on the original tin.

Michael Wolff famously once told Lyle’s to stick with its legacy packaging when a rebrand was on the table, having approached Wolff to consult on the work. But brand director James Whiteley hopes the new direction will strike a balance between adapting and holding onto heritage.

“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,” James told the BBC. Other online spectators are less happy with the shift, bemoaning the loss of the consistent, and century-old brand image.

Image credit: Tate & Lyle’s Golden Syrup
Story by It's Nice That

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