This design celebrates the curious West Walian custom of bara llaeth, or bread and milk. To some people it is comfort food. To others it sounds like someone has given up halfway through breakfast. The recipe is straightforward enough: bread torn into a bowl, milk over the top, and on with your day. It still survives in pockets of West Wales, despite little sign of major cereal brands moving into the market. Bread flakes may be a difficult pitch. Its cousin bara te — bread with tea — is perhaps an even bolder concept. The artwork takes a playful route, showing a happy retro bowl character strolling along with considerable confidence. Bold outlines, flat colour and a vintage café style keep it light and full of charm. A moustache helps more than it should.
