Show to decide which patriotic packaging wins gold

Show to decide which patriotic packaging wins gold

This year supermarket shelves have been piled high with red, white and blue wrapping as brands repackaged their products to honour the Queen’s Diamond Jubilee  and London hosting the Olympics and Paralympics. To celebrate the changing aesthetics, PACKAGING INNOVATIONS London 2012 will feature the ‘Best of British’ at its show, taking place 4 & 5 October 2012 at the Business Design Centre, Islington.


Supported by the Museum of Brands, the ‘Best of British’ feature will showcase products that have been rebranded especially to celebrate 2012. A panel of experts, including Robert Opie, founder of the Museum of Brands, will judge the products on display and select a gold, silver and bronze winner.


‘Yes Ma’am, no Ma’am’ the limited edition Jubilee Ma’amite; The packs were created by design agency Hornall Anderson UK, and adorned with the Union Jack in a bid to create ‘standout on shelf’ and increase shopper appeal.

Patriotic bran flakes by founder of the Mulberry fashion brand Roger Saul; Launched earlier this year, features a bold Union Jack design on the front of Sharpham Park packaging – perfect for this celebratory year.

Twinings’ royal tea blend; Already holding the Royal Warrant, their new design created by BrandOpus, brings to life the Queen’s personality through quirky iconography surrounding the gold coronation carriage which is embossed to enhance the premium feel of the tin.

BrandOpus has also submitted CountryLife butter block and Schwartz Coronation Chicken recipe mix for its commemorative redesigns.

The ale brand Spitfire has been put forward by brand and design agency JDO, which redesigned both the bottle and the outer. For a touch of national pride the Union Jack forms the background of the front label, while a call-to-action slogan “Keep Calm and Celebrate” sits on the neck label together with the iconic Spitfire plane.

The skincare company REN has nominated its re-sleeved design interpretation of the Union flag created for its signature rose body wash and cream. The clever design is in the form of a wrap-round on the pack, so when placed together in a row, they create the full Union flag. This re-sleeved pack has lead to the products being sold out.

To celebrate the bumper summer of sport in the Capital, Wells & Young’s Brewing company produced Young’s London Gold which incorporates the Union Jack in its bottle label, giving the contemporary design a modern twist with a brush stroke style flag and bright colours, reflecting the company’s pride in being British.

Stephanie Cornwall
Stephanie Cornwall