Lustucru Pasta In 1871, Louis Cartier-Millon purchased a workshop in Grenoble that had been producing pasta since 1824. By 1900, local demand necessitated the construction of a new factory. At the time, pasta was sold in bulk and unbranded. To grow the business, the Cartier-Millon family decided to focus on branding and packaging. In 1910, another new factory had to be built. In 1911, following a poster competition won by illustrator Synave, the light and dark blue checkerboard pattern was born. At the closing banquet of this competition, Jean-Louis Forain sang the nursery rhyme "C'est la mère Michel"... with Père Lustucru. This marked the birth of the brand. Cappiello drew inspiration from this legendary character for his poster. In the 17th century, Lustucru was a blacksmith who straightened women's minds. Later, he became a grotesque and ridiculous giant parading in carnivals. Then, featured in children's lullabies, he ended up being mocked. This friendly giant gains his strength by eating pasta.