Creative Direction designs Lusty Pirate packs

The packs feature a cartoon pirate on the front and one of four different Cornish legends on the back.

Artistic director David Major said the aim was to give the packs a sense of the crisps’ Cornish heritage without resorting to clichéd images or photos of potatoes and the ingredients.

Lusty Pirate is owned by Cornish hotelier Sharon Parker and comes in Cornish pasty flavour and vegetable pasty flavour.

“We couldn’t put a picture of a pasty on the front because you’re not getting a pasty inside,” said Major.

The 40g packs were printed by Universal Flexible Packaging in Leicester, with areas reversed out to show the silver foil.

Lusty Pirate goes on sale in Tesco stores on 15 February. The packs are also being put in the minibars at Rick Stein’s St Petroc’s Hotel in Cornwall.

“The designs have gone down really well with both adults and children. And having a Lusty Pirate in the bedrooms of a nice hotel is great fun,” added Major.

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