Images via Lyle’s Golden Syrup
Lyle’s Golden Syrup, a staple in the sweet world for over a century, is stirring the treacle pot with its first major logo redesign in 140 years. The brand, synonymous with its iconic tin featuring a dead lion and bees, has opted for a fresher look on its squeezy bottle products.
The original packaging, bearing the slogan “Out of the stinging came forth sweetness,” drew inspiration from a biblical tale in the Book of Judges about Samson finding honey in the carcass of a lion he had slain. Chosen by the syrup’s founder Abram Lyle, it’s a narrative that has flavored the brand’s identity, illustrating the belief that good things often come from unexpected places.
But the lion sleeps tonight and finds its successor in a friendlier face and a solitary bee—both alive, thankfully—to resonate with the tastes of a 21st-century audience.
Images via Lyle’s Golden Syrup
The overhaul marks a dramatic shift for the company, recognized by the Guinness World Records for having the oldest unchanged brand in terms of packaging.
Those with a warm connection to the rotting beast will be relieved to know that the classin golden syrup tins will continue to cherish the original artwork. Other items in the range will be modernized, bridging the gap between the brand’s storied past and future.
Images via Lyle’s Golden Syrup
The reaction to the new design has been bittersweet. Some applaud the move and the decision to change with the times. Others, however, miss the clarity and distinctiveness of the original design, lamenting the decision to sugarcoat things for younger, “woke” consumers.
Several customers admit they’ve only just noticed that the lion in the old logo was decaying.
James Whiteley, brand director for Lyle’s Golden Syrup, emphasizes the importance of evolving with consumer preferences while maintaining a nod to the brand's legacy. The makeover is part of a broader strategy to ensure Lyle’s remains a beloved choice in British households, blending nostalgia with a modern twist.
As the new look rolls out, it will be interesting to see how this blend of old and new helps to continue sweeten the lives of families around the UK.
[via The Independent, BBC, ITV News, images via Lyle’s Golden Syrup]