How did Lustucru pasta, a humble ingredient, become so instantly recognisable across the France and internationally? And why has collecting French vintage Lustcru enamelware become so popular?
Founded in 1911, this brand of pasta or ‘pâtes Français’ has become an iconic French design through genius branding and advertising created by the famous illustrator Synave's who won the initial Lustcru competition with his poster featuring a blue checkerboard pasta box.
The bistro staple of Boeuf Bourginon with pasta 'coquillettes' is more often than not made with Lustucru pasta in the discerning French home. Relying on its identity and authenticity, the recipe has remained unchanged in 110 plus years of production, as they say in a famous slogan, 'Dieu merci'!
The iconic French blue and white checker board design used on its packets is instantly recognisable. Hand in hand with with the USP of being made with fresh eggs, and therefore ‘good for you’ as well as tasty, its early print adverts and delivery vans spread the design which caught the public imagination.
Soon the blue and white kitchen range became desirable in the ‘modern’ early 20th century kitchen. Coffee pots, épicerie canisters and all manner of kitchenalia was produced, most was the classic blue and white, but red and white was introduced too.
The Lustucru enamelware produced was not only very good quality but was very attractive, and of course, having a coffee pot or set of ‘epicerie’ tins in the kitchen with the checkerboard design influenced the purchase choices in store, as the packets were similarly marked.
Lustcru design enamelware and tins are very sought after today as they are just so attractive and so Quintessentially French.
There are often a few collectible Lustcru pieces on my Quintessentially French website, but do check back regularly as I'm always on the l