“Following earlier work on ‘Happy and Glorious’ – a Diamond Jubilee limited edition Lyle’s Golden Syrup, Tate & Lyle approached Design Bridge with an exciting new brief to create a special Halloween Black Treacle pack. A great opportunity to inject some seasonal fun into a very traditional brand, the project represents the first radical change to the original Lyle’s black treacle tin that was launched in 1950.
Asa Cook, Creative Director describes the work:
‘The idea was to get enthusiastic bakers excited about the range of child friendly recipes that can be created at this time of year, using a great tasting product. The concept was to turn the entire pack into a pumpkin head – fun and engaging for kids and perfect for re-use as a trick or treat collection pot during halloween.
By inverting the colours on the traditional design we’ve given the pack a darker and spookier look. We retained core pack equities such as the iconic arch shape, classic lettering style and Victorian detailing – with some added pumpkin detailing, and the logo has been replaced with ‘Trick or Treacle’.
Since everybody carves their pumpkin in a different style, we created three different characters – creating a feeling of interaction between the packs on shelf, as well as giving it collectable appeal.’ “
