There's a new collector's tin of Chelsea Sugar about to make its way into kitchens across the country and, this time, the company is partnering with celebrated local artist Greg Straight to produce the art piece. (See a previous piece on Greg here.)
“Chelsea was completely happy for me to work from an open brief. They wanted a genuine piece of art. I have included recurring themes in my artwork so that it truly is my creation” says Straight.
Greg’s vast portfolio boasts artworks for 2degrees, Tourism New Zealand and the latest issue of Remix Magazine, with his iconic Tiki design recently gracing the cover of Kia Ora magazine.
NZ Sugar senior manager Tracey McKay says she is delighted with the eye-catching finished result.
“Greg’s artwork flawlessly encapsulates the New Zealand culture, which is at the heart of the Chelsea brand. We are proud to partner with such a progressive artist who truly understands our vision and values, and who has managed to translate this into an exquisite piece of art," she says.
Straight took inspiration from the natural beauty of the ocean and native bush that surround the Chelsea Sugar factory building. The design evokes memories of long summers, our favourite Kiwi pass times and of course, the warm, rich colour of golden syrup.
The Golden Syrup Tin has been a staple in every keen baker’s pantry since 1884.
The company believes this second tin in the collectors' series will become a Kiwi icon and remain in people's homes as a piece of art, well after the last drop of golden syrup is gone. Last year’s design derived from the early 1900s Golden Syrup tin and was an instant classic.
As part of the collaboration, Straight has coined a series of art prints also inspired by Chelsea Golden Syrup, which will be displayed in a selection of prestigious galleries throughout the county.
The second Collector’s Tin will be available for a limited time from late October, at supermarkets nationwide.
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