Lyle’s Golden Syrup Flippin’ Good Pancakes Seasonal Tin

Derrick Lin


Creative Agency: Design Bridge
Project Type: Produced, Commercial Work
Client: Lyle’s Golden Syrup
Location: London, UK
Packaging Contents: Golden Syrup

Make it pancake day, every day: Design Bridge create Flippin’ Good Pancakes seasonal tin for Lyle’s Golden Syrup®

New packaging designs capture the energy and excitement of pancake making and guide consumers towards extending pancake day into a longer ‘pancake season’.

Independent brand design agency Design Bridge are delighted to reveal their latest work for Lyle’s Golden Syrup®, creating new packaging that captures the fun and festivities of pancake making season. The playful designs have been created to encourage consumers to ‘make it Pancake Day, every day’ and will appear on all tins and squeezy bottles for a three-month stretch, the first time Lyle’s® have replaced their iconic Golden Syrup packaging for this length of time.

Mike Stride, Creative Director at Design Bridge commented, “We’ve loved creating one-off, limited edition tins for Lyle’s Golden Syrup® in the past for special occasions like Christmas and the Queen’s 90th birthday, so it was a new and exciting challenge to create a seasonal tin that will stay on shelf for a much longer period of time. The main challenge here was to capture the fun traditions we all associate with pancake day while inspiring consumers to enjoy making and eating pancakes more regularly, rather than just on one day of the year.”

The strength of Design Bridge’s new packaging design lies in how they’ve taken the iconic elements of the Golden Syrup packaging and ‘flipped’ them around into something new, seasonal and distinctive. The majestic arc that traditionally holds the brand name now bears the words ‘Flippin’ Good Pancakes’ and has been tilted to become a pancake being vigorously flipped from a sizzling hot frying pan. The classic filigree detailing on front of pack has been re-drawn to incorporate juicy lemon slices, and spatulas have been woven into the tin’s decorative border. Further hand-drawn details such as swirling steam and flickering flames capture the energy and excitement of pancake making at home.

Mike Stride added, “The copy our brand language team developed was also a crucial part of the design. Words like ‘sensationally sticky’, ‘delicious drizzle’ and ‘simply scrumptious’ evoke the experience we all know and love of spooning Lyle’s Golden Syrup onto freshly made pancakes, while ‘get ready to make it Pancake Day, every day’ and ‘…so why wait? Whip that frying pan out and whisk up a treat…’ use playful personality and humour to guide people to think of pancakes as a regular seasonal snack.”

Sara Harrison, EU Brand & Licensing Manager at Tate & Lyle Sugars commented: “It’s been a fantastic experience collaborating with Design Bridge again for our new pancake season packaging. Once again they’ve managed to retain a strong sense of heritage and familiarity within the design while pushing the brand forward by developing a more playful and engaging personality for the Lyle’s Golden Syrup brand. It’s Pancakes all round to celebrate!”