“Art is a spiritual journey for the attainment of the divine self. Art and design are beyond mere passion – it is life.”
These were words shared by local artist, Peter Elavera, who hails from a mixed parentage of Kerowagi, Chimbu Province, and Tovafiru, Kerema, Gulf Province and whose designs have made it onto SP Brewery’s white can lager.
“I have been creating art and design since high school. It has since been 25 years of exploring, experimenting, and exponential growth in art and design.”
Elavera has recently partnered with South Pacific Brewery to feature some of his designs on the famous South Pacific Export Larger (white can), this year.
The artist was born in Magarima, Hela Province in 1974 but was raised between Chimbu Province and Morobe Province, between 1974 and 1984.
Towards the end of 1984, his father transferred to Port Moresby and this is where he has lived ever since.
Elavera graduated from the University of Papua New Guinea’s Creative Arts School, in 1995, majoring in Graphic Design and Communication.
After ten years of formal employment, Elavera decided that a nine-hour office job wasn’t the routine he wanted to engage in and so in 2006, he resigned from his then formal employment and ventured into establishing an SME to pursue his passion in art in 2019.
“I realized that my creative and artistic prowess would become stagnant if I confined myself in formal employment – like a bird in a cage.”
The young artist decided to venture out and explore what was out there for him and so equipped with his skills and armed with courage and determination, Elavera established ToolBox Production.
Under his business Toolbox Production. Elavera has gone on to do design works for a number of business houses as well as induvial works.
Some of his most popular work can be seen all around the walls of the Sir Hubert Murray Stadium in Konedobu.