Roberts Bakery is hoping to shake up the bread world, through a collaboration with internationally renowned artist, Mateus Bailon.
The Brazilian has previously produced work for Onitsuka Tiger, Printemps and Elton John AIDS Foundation.
However, for the Northwich-based bakers, he’s taken on its nationwide fleet of lorries.
“Collaboration within a fashion context has been around since the mid-nineties but this is the first time that there’s been a street art link-up within the bakery category, let alone a fleet of delivery vehicles,” said Stuart Spencer-Calnan, managing director at Roberts Bakery.
“Collaborative tie ups breathe fresh perspectives into – and indeed elevate – products by allowing artists, musicians and other designers to reimagine brands. But it’s essential that the fit is right.”
The move follows Roberts’ rebrand, to appeal to a younger generation.
“Our collaboration with Mateus will also further strengthen the Roberts’ brand and our exciting new product offering amongst millennials – brightening up urban areas and bringing a smile to their faces. It brings to life our ethos and new identity and literally allows us to take them on the road for all to see.” continued Spencer-Calnan.
