UK food product Lyle’s Golden Syrup has replaced its logo of a dead lion being swarmed by bees with a stylised live animal and a single bee in its first rebrand since 1883.
The green tin and golden lion packaging holds the Guinness World Record for the world’s oldest unchanged brand packaging, having remained identical for more than 140 years.
The original design was the idea of the product’s founder, Scottish businessman Abraham Lyle, who decided to include a religious analogy on the tins.
The biblical Book of Judges tells the story of Samson killing a lion with his bare hands before returning to the carcass a few days later to find a swarm of bees had created a hive in its body. He then took honey from the hive, and fed it to his parents.
He later asks guests at his wedding to solve the riddle: ‘Out of the eater, something to eat; out of the strong, something sweet.’
A version of the riddle: ‘Out of the strong came forth sweetness’ was chosen for the logo of Lyle’s Golden Syrup, and has remained on the tins ever since.
Lyle’s Golden Syrup Refresh
Lyle’s said the branding has been ‘revitalised for the modern UK family’ in a move to ‘refresh the brand’s legacy to appeal to a 21st century audience’.
James Whiteley, brand director, said: ‘We’re excited to unveil a fresh redesign for the Lyle’s Golden Syrup brand.
‘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 re-establishing the brand as the go-to syrup brand for the modern UK family.’
Lyle’s has long been a pantry staple in the UK ideal for baking and toppings, and a perfect companion for pancakes and porridge.
