Roberts Bakery graffitied by Brazilian street artist Mateus Balion

Cat Heuston | 20th February 2018

Roberts Bakery have been shaking up baking since 1887 and now the fourth generation family-run business has decided to radically re-brand with a modern twist.

We’ve all heard of street art collaborations with fashion, maybe even music, but Roberts Bakery have taken it a step further.  Feast your eyes on the world’s first collaboration of street art and bread.

Brazilian street artist Mateus Bailon decorates a delivery van at Roberts Bakery in Northwich in Cheshire

Renowned street artist Brazilian Mateus Bailon  has teamed up with Roberts Bakery as part of the re-brand and roll initiative. The idea is to revamp the delivery vehicles of Roberts Bakery.

The managing director Stuart Spencer-Calnan said: “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.

“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.
“Mateus is as an instinctive creator and innovator. He’s very fluid and constantly pushes boundaries to create something new and exciting on every project.

Brazilian street artist Mateus Bailon takes a break at Roberts Bakery in Northwich in Cheshire

“We take this very same approach to NPD here at Roberts, with our innovation team working day-in, day-out to develop new products and forecast the next big trends. Our street-art inspired lorries can now extend this attitude – from our HQ and out to the retailers who stock our products and the consumers who buy them.
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.”

Balion has previously collaborated with ‘Printemps‘ Onitsuka Tiger, the Elton John AIDS Foundation – and the now ‘extinct’ guardian of Ancoats mural. Other familiar works by the street artist include an exotic bird on Lapwing Lane which was painted  in West Didsbury, Manchester, last year.

The artist’s latest canvas is the delivery fleet of the Roberts Bakery. Bailon is revamping the trucks and vans by giving them an exotic plant and bird twist – and Bailon’s work  is in fitting with the new company logo which features a bird mascot.

Mr Spencer-Calnan added:

Art has no confines. Neither does our innovation.”

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