Cornish consultancy Creative Direction has created the identity, packaging and website for a new crisp brand, Lusty Pirate, which will appear in Tesco next year.

Chef and hotelier Sharon Parker approached Creative Direction in July, based on the strength of the consultancy’s branding work for Roddas clotted cream, according to creative director David Major.

The name Lusty Pirate was chosen by Creative Direction from a shortlist of proposals made by Parker.

A brief was then developed to create a brand with dual appeal for adults and children. This was interpreted through a pirate character that appears on all touchpoints.

‘For the child it’s a cartoon pirate, and for the adult it’s punky, edgy and a bit “street”,’ says Major.

Major stresses that creating a strong shelf presence is important for the brand. ‘It stands out from other brands which are all about provenance and showing natural ingredients.

We couldn’t take that route for a Cornish pasty flavour.’

Silver foil on the packaging is left unprinted in places to render the metallic objects in the design. Major says, ‘There’s a real attention to detail and we showed that through an illustrative cartoon route.’

Two flavours will be released initially, Cornish pasty and vegetarian pasty, which will launch on 15 February at Tesco. They will subsequently be available at The West Cornwall Pasty Company and Rick Stein’s St Petroc’s Hotel.

Creative Direction in Cornwall has designed the packaging for the relaunched Kelly's of Cornwall ice cream.

"We wanted to get a sense of the products' Cornish origins into the packaging, but we didn't want it to look like a tourist product - like sticks of rock," said Creative Direction artistic director David Major.

The first products, to be rolled out nationwide in the next few weeks, are ice cream cornets, which feature photos of a Cornish beach with the colour of the sky reflecting the flavour variant.

"It's a really high-end product, so we wanted a high-end quality feel. Scenes used on previous packaging were quite dream-like, now we have switched to photos. The strawberry flavour has a pink sunset sky over the beach, while the toffee-fudge flavour has a more tobacco-coloured sky," added Major.

The boxes of cornets are printed by Marchmont Packaging in Ireland and the individual cornet wraps are printed by Big Drum. The cornets will be rolled out across all major supermarkets, with other products to follow later in the year

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