Nairn’s is marking a significant milestone this year with the release of a special edition packaging design for its iconic Rough Oatcakes. The Edinburgh-based brand, which has been producing oat-based snacks since 1896, commissioned illustrator Emily Hogarth to reimagine the carton for its 130th anniversary. The limited-edition pack is launching in major retailers across the UK this summer, offering a contemporary visual update to one of the company’s longest-standing products.
The design aims to honor the heritage and quality that have defined the brand for over a century. Known for her handcrafted papercut style, Hogarth drew inspiration from the oat fields surrounding her studio. She transformed the central ingredient—the oat—into a bold visual focal point. The illustration uses a restrained color palette intended to echo the simplicity of the recipes, where the ingredients themselves are the main attraction.
A Human Touch
To mark the anniversary, the brand chose to commission a local creative rather than utilize AI-generated artwork. This decision reflects a stated commitment to craftsmanship. Hogarth’s work is detailed and layered, reflecting the natural settings and care that have shaped the company’s products. The design retains the brand’s instantly recognizable logo while adding a new layer of storytelling.
For consumers, the shift from standard packaging to artist-led design transforms a routine grocery purchase into something more visual. It acknowledges that while taste drives loyalty, the visual identity creates the initial connection on the shelf. By prioritizing human artistry, the company reinforces the idea that the food inside is the result of a manual, careful process rather than just industrial output.
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Artist Emily Hogarth described her approach to the project. “For me, this project was about finding magic in something wonderfully simple,” Hogarth said. “The oat has always been at the heart of Nairn’s story, and I wanted to raise this special ingredient, showcasing it as something worthy of celebration. Everything I create begins by hand, and that felt especially meaningful for a brand with such a long history of craftsmanship.”
130 Years of Production
Nairn’s was established in 1896. The company is based in Edinburgh. Rough Oatcakes are one of its oldest products. They are made with wholegrain oats. The ingredients list remains simple. The product has been a staple in British households for generations, often found in lunchboxes, desk drawers, and kitchen cupboards.
While anniversaries often serve as standard marketing triggers to drive sales, this particular refresh focuses strictly on visual identity rather than changes to the food itself. The strategy allows the brand to generate buzz without altering the product that customers already trust. Kevin Butterworth, Marketing Director at Nairn’s, emphasized the significance of the date.
“Reaching 130 years is a remarkable milestone and one that belongs not only to our business but to the generations of people who have welcomed Nairn’s into their everyday lives,” Butterworth said. “When considering how to mark this anniversary, we wanted to create something that honored our past while looking confidently to the future and so working with an artist who shares our roots felt like a natural fit.”
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Retail Rollout
The special edition Rough Oatcakes pack will be featured throughout the brand’s anniversary campaign. The campaign spans PR, social media, and marketing channels throughout the milestone year. Butterworth noted that the design is intended to stand out on the shelf. He expressed hope that it would spark curiosity among new customers while giving loyal shoppers a reason to revisit a familiar item.
“Emily’s design brings a fresh perspective to one of our most iconic products while staying true to the quality, authenticity and care that has always defined Nairn’s,” Butterworth added. “Designed to stand out on shelf, we hope it sparks curiosity among those discovering the brand for the first time, while giving loyal customers a new reason to pick up a product they already know and love.”
The business has grown from a traditional Scottish bakery to an internationally recognized snacking brand. Despite this expansion, it remains rooted in Scotland. The company continues to champion the versatility of oats. The special edition packs are available now in major UK retailers. More information can be found at www.nairns.com.
