Nairn’s, a celebrated brand recognized for its snacks, has introduced an eye-catching limited edition packaging for its renowned Rough Oatcakes, created by talented illustrator Emily Hogarth in recognition of the company’s 130-year legacy.
Set to launch in prominent UK retailers this summer, this exclusive carton offers a fresh, modern twist on one of Nairn’s enduring products, paying homage to the quality and heritage that have defined the brand since its inception in 1896.
For over a century, Nairn’s has seamlessly woven itself into the fabric of daily life in the UK. This trusted staple has been handed down through generations, continuously adapting to evolving consumer preferences while upholding the principles that made it a beloved choice. Whether included in lunchboxes, tucked away in backpacks, or stored in office drawers, Nairn’s oatcakes have become a versatile snack enjoyed during morning commutes, country walks, afternoon breaks, or family outings. To commemorate this significant anniversary, the Edinburgh-based company opted for local talent Emily Hogarth instead of artificial intelligence-generated art, further emphasizing its dedication to traditional craftsmanship.
Renowned for her detailed hand-crafted illustrations, Emily drew inspiration from the oat fields neighboring her studio to create a striking visual representation of the essential ingredient that defines all of Nairn’s offerings.
Using her distinctive paper-cut technique, Emily fashioned a multi-layered design with a thoughtfully limited color palette, mirroring the straightforwardness of Nairn’s recipes that emphasize quality ingredients. The intricate illustration captures both the natural beauty of the landscape and the care that has influenced Nairn’s creations for decades.
Emily Hogarth commented, “For me, this project was about finding magic in something wonderfully simple. The oat has always been at the heart of Nairn’s story, and I wanted to elevate 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. I aimed for the design to embody a layered, warm, and joyful essence, inspired by Scotland’s natural landscapes while retaining Nairn’s instantly recognizable branding. It’s a celebration of heritage, yet it also feels fresh, modern, and collectible, giving a much-loved product a new narrative.”
Nairn’s Rough Oatcakes were selected for this special edition as they represent one of the brand’s foundational products that helped establish the family business over a century ago. They are still produced under the same guiding philosophy that has directed Nairn’s journey: utilizing simple, high-quality ingredients to create naturally delicious snacks.
Kevin Butterworth, the marketing director at Nairn’s, stated, “Reaching 130 years is a remarkable milestone and one that belongs not only to our business but to the generations who have welcomed Nairn’s into their everyday lives.”
“When we contemplated how to commemorate this anniversary, we aimed to devise something that respected our history while confidently looking forward. Collaborating with an artist who shares our roots felt like an organic choice.”
“Emily’s design offers a new perspective on one of our most iconic products while remaining true to the quality, authenticity, and care that continue to define Nairn’s. Crafted to capture attention on the shelf, we hope it piques the interest of those discovering the brand for the first time, while providing loyal customers with an exciting reason to revisit a product they cherish.”
The limited edition package is part of Nairn’s 130th anniversary initiative, celebrating the brand’s lasting presence in British food culture — from a traditional Scottish bakery to a globally recognized snack producer. While the company has expanded over the years, it proudly maintains its Scottish roots and continues to promote the versatility and benefits of oats throughout the UK and beyond.
The special edition Rough Oatcakes will begin appearing in major UK stores this month and will feature prominently in Nairn’s anniversary marketing campaign across public relations, social media, and promotional channels throughout this landmark year.
