In August 2026, Nairn's, the award-winning snacking brand, unveiled a striking special edition pack for its iconic Rough Oatcakes, designed by acclaimed illustrator Emily Hogarth to celebrate the brand’s 130th anniversary.
The brand has decided to launch the innovative packaging in major retailers across the UK this summer. The limited edition packaging brings a fresh, contemporary interpretation to one of Nairn’s longest-standing products, honouring the quality and heritage that have shaped the brand since 1896.
Nairn has been a part of the everyday life of people of Britain for 130 years! The trusted cupboard staple passed from one generation to another and has continued to evolve alongside changing tastes while staying true to the values that made it every family’s favorite. The delicious snacks and delicacies were tucked into lunchboxes, backpacks, desk drawers, and handbags. The brand’s oatcakes are a versatile snack enjoyed from morning commutes to countryside walks to even afternoon office pick-me-ups, as well as family adventures. The brand is also well-known for specializing in wholegrain oats as its special ingredient for making snacks enriched with sustained energy and high fiber.
To celebrate the milestone’s brand, they have decided to opt for commissioning local creative Emily Hogarth, instead of opting for AI-based designs, to reflect that enduring commitment to craftsmanship. Emily is well-known for her intricate handcrafted designs and has also drawn inspiration from the oat fields surrounding her studio to transform the wonderful oat at the heart of all Nairn’s products into a bold visual centerpiece.
She has worked in her signature papercut style and has developed a layered design using a deliberately restrained color palette to reflect the simplicity of Nairn’s recipes, where quality ingredients have always stood out. Emily’s design for Nairn is rich in detail and storytelling. The illustrations also reflect both the natural landscapes and care that have shaped Nairn’s products for generations.
Artist Emily Hogarth said, "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 wanted the design to feel layered, warm, and joyful, inspired by Scotland's natural landscapes while retaining Nairn's instantly recognisable branding. It's a celebration of heritage, but one that also feels fresh, contemporary and collectible, giving a much-loved product a new story to tell."
Nairn’s rough oatcakes were chosen for the special edition as the brand is one of the most enduring products that helped establish the family business more than a century ago. Today, the brand follows the same philosophy that has guided it through the years, including simple, quality ingredients carefully crafted to create naturally delicious food.
Kevin Butterworth, Nairn’s Marketing Director, said: "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. When considering how to mark this anniversary, we wanted to create something that honoured our past while looking confidently to the future, and so working with an artist who shares our roots felt like a natural fit.
“Emily's design brings a fresh perspective to one of our most iconic products while staying true to the quality, authenticity, and care that have always defined Nairn's. Designed to stand out on the 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.”
Nairn’s special edition pack forms a part of the brand’s 130th anniversary campaign, celebrating the brand’s enduring place in British food culture, from a traditional Scottish bakery to an internationally recognized snacking brand. Multiple businesses have been serving the UK market for decades, but Nairn is one among those that is deeply rooted in Scotland while continuing to champion the versatility and goodness of oats across the UK and beyond.
The brand has announced that the special-edition Rough Oatcakes pack will be rolled out across major UK retailers in August 2026 and will feature throughout Nairn’s anniversary campaign across PR, social media, and marketing throughout its milestone year.
24 August 2026
24 August 2026
24 August 2026
24 August 2026