The green and gold of Lyle’s Golden Syrup are the hallmarks of Britain’s oldest brand. The tin has remained practically unchanged for over 125 years. When Tate & Lyle Sugars decided on a limited edition pack to celebrate the Queen’s Diamond Jubilee, they needed a design that would stay true to their heritage while making consumers smile. Design Bridge emphasised the emotional aspect of the Jubilee, replacing the iconic brand name on tins with ‘Happy and Glorious’ from the national anthem. The ultimate British statement holds a special place in the hearts of consumers, and avoided any clichéd connotations for the brand. Subtle alterations to the tin’s design created a bold but dignified look appropriate to the occasion. The special tin was available from May to July 2012, and in that period Lyle’s Golden Syrup saw a 29% increase in sales volume. The brand’s market share also grew by 4.9%.