Press Release – Chelsea Sugar
Chelsea Sugar has established their own iconic union, partnering with celebrated local artist, Greg Straight to produce a piece of art for the second Golden Syrup collectors tin.
October 15, 2013
Chelsea Sugar commissions Kiwi artist to design iconic Golden Syrup Collectors’ Tin
The Finn Brothers, Marmite and cheese, gumboots and Swanndri – all iconic Kiwi partnerships.
Chelsea Sugar has established their own iconic union, partnering with celebrated local artist, Greg Straight to produce a piece of art for the second Golden Syrup collectors’ tin.
Greg was thrilled to be approached to put his own unique spin on a brand with such a long, rich history in New Zealand.
“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 Greg 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. His contemporary expression of the vibrant and unique Kiwi culture made him the perfect artist to capture the essence of the Chelsea brand and heritage.
Tracey McKay, NZ Sugar Senior Manager, 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 said.
Greg grew up a scones throw from the Chelsea Sugar factory and took inspiration from the natural beauty of the ocean and native bush that surround the 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, and has lent its smooth texture and caramel flavours to fudges, puddings and biscuits all over New Zealand.
Whether you are a perfectionist, social, creative or pleasure baker, no matter the style or reason, the original golden syrup recipe ensures quality baking, every time.
This second tin in the collectors’ series is sure to become a Kiwi icon and remain in people’s homes as a piece of art, well after the last drop is gone.
Last year’s design derived from the early 1900s Golden Syrup tin and was an instant classic.
Continuing this creative collaboration, Greg 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.