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tesco icecream2

Tesco the English retailer who less than two years ago entered the US with stores in the West operating under the name ‘Fresh and Easy’ last week introduced redesigned premium Private Brand ice cream packaging.

The new designs are targeted at customers who would otherwise purchase national brand premium and super premium ice creams such as Ben & Jerry’s and Häagen-Dazs. The London design firm R Design created the new design. According to Designer Gareth Roberts the one-liter plastic tubs will feature “quirky and playful” designs including original illustrations and typography.

Credits: The DieLine & Packaging News UK

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