Exhibition: Chronologies: A Visual History of Brand Evolution

This exhibition shows the decade-to-decade evolution of today’s most iconic brands, including Cadbury’s Milk Tray, Bisto, HP Sauce, Ovaltine and many more.

Previously a very popular display at the museum's previous location in Colville Mews, the Brand Histories are back for the first time since 2015.

By looking at case studies of specific brands over time, it is possible to examine how the packaging has changed in response to the needs and concerns of consumers, businesses and wider society. Little changes, which may go unnoticed at the time, become large changes over a number of years - visitors may be surprised by designs they haven’t seen for a long time. This is where you're most likely to see something which is recognisable across generations and sparks a clear memory of the past and its contrast with the present.

Many brands started life with the name of a man, like Mr Colman’s Mustard, but as the number of products grew, companies needed to find new names to describe their products. The advent of the self-service supermarket meant brands had to work harder to stand out on the shelf to attract the attention of shoppers. The packaging on display shows how the colour, shape, material and labelling of a product can be used as brand signals in a crowded marketplace. Several of the household brands on display, like PG Tips, have changed their packaging many times, whereas others, like Heinz, remain largely fixed, maintaining a consistent brand identity. Shoppers generally make connections with brands and have the packaging in their memories, making rebranding a huge risk.

Highlights include:

Marmite from 1930 to today, including the extremely quotable ‘Love it or Hate it’ slogan

Brasso, one of the longest unchanging brand timelines between 1905 and 2000

Lyle’s Golden Syrup, including the most recent edition without the dead lion logo

Limited editions also feature, like Paul Smith HP Sauce, Andy Warhol and Paul and Joe’s Perrier label designs, Marmite Special Editions and festive Twiglets.