Lyons Cakes (Redesigned)

Designed by jkr (Jones Knowles Ritchie), United Kingdom.

Rekindling a brand’s heritage

This month sees the launch of newly designed packaging for Lyons cakes. Briefed to explore and celebrate the brand’s rich heritage, the new look plays back to its famous history of teashops and its waitresses from the 1890s.

With a long-standing tradition for ‘proper’ cakes, the brand was renowned for its nippy waitresses serving up affordable tea and cake to the masses. Having lost its way over the years, the redesign focused on communicating the brand’s story in a relevant and contemporary manner.

“The new design gave us a chance to transform Lyon’s, rediscovering the wonderful heritage that made the brand famous in the early 1900s. We decided to hero the nippy waitresses at the heart of the teashops to deliver personality & heritage, balanced with a vibrant colour palette to create a sense of modernity for the brand.” Laurence Hunnex, Senior Designer, jkr.

“We’re absolutely delighted with the new look Lyons packaging. At a time when every brand is claiming some kind of heritage story, Lyons has a genuinely fascinating past, having been baking cakes since 1894. The new design taps into this rich Lyons history for inspiration, making the range look much more enticing and providing real stand out on shelf.” 
Dean Lavender, Brand Manager, Premier Foods.