According to the firm, research showed that there was an opportunity to generate sales of ice cream accompaniments such as cones, toppings and sauces if they were brought together as a distinct range.
Therefore, Tesco undertook to launch such a range of products and asked branding consultancy R Design to create the identity and pack design.
R Design was given a brief to avoid, what it calls, the obvious clichés around ice cream. The firm said it responded with a design language that suggested “the innocence and nostalgia that consumers so fondly associate with the world of ice cream”.
Creative director Dave Richmond said: “We like to start from a single unifying idea and in this case we developed a character called Mr Nicecream – who acts as a kind of proprietor for this specialised range of products.
“Colours, typography and a nave, almost diagrammatic illustrative style conjure up that warm feeling we have for the ice cream occasion and are used to clearly navigate the product range.”
