Packaging News

Branding consultancy R Design has created the identity and design for a new range of ice cream accompaniments for retail giant Tesco

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”.

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 naïve, 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.”