Lyle's Golden Syrup Limited-Edition Tin Aims To Raise A Smile

Lyle's Golden Syrup gets a beautiful limited-edition makeover due to their partnership with The Trusell Trust. From the ornate, oriental-inspired patterns to the golden wrapper, this is a can that conveys luxury. The green smile that gets shaped on the can opens wide to reveal more information about how the partnership benefits those in need, making for a beautifully designed special edition that is sure to capture the eyes and hearts of consumers.

It’s been a challenging year for everybody, no matter who you are. During this time of isolation, it's no surprise that loneliness is at an all time high.

Lyle’s approached us to create a unique limited-edition tin to communicate togetherness while also supporting The Trussell Trust, who help people in need of food throughout the pandemic––wherein the need for food parcels has gone up by 61%, with 670,000 predicted to be declared destitute by the end of this year.

The tin needed to use their iconic arch in a new and engaging way. Ultimately to shine brightly on the baking shelf and engage consumers with this most worthy cause.

We were after a simple way to show the brand’s partnership with The Trussell Trust.

Building on how it has become harder to smile in 2020––our creative idea was to ‘turn a frown upside-down’.

By simply rotating the brand’s golden arch to form a bright, uplifting smile we were able to hijack the brand’s key asset in a simple and heart-warming way.

Unpretentious, charming and bringing a smile to the shelf working with our consumers to make a difference in 2020.