Nostalgia from Tesco’s New Mr Nicecream

Tesco icecream2British retailer Tesco has introduced a new identity and design for a Private Brand line of ice cream accompaniments. Consumer 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.

So, Tesco undertook to launch such a range of products and asked the London based package design agency R Design to create the identity and pack design.

Creative Director Dave Richmond says “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 specialized range of products”

Having researched some initial ideas, Tesco wanted to avoid the obvious clichés around ice cream so R design responded with a design language that suggested the innocence and nostalgia that consumers so fondly associate with the world of ice cream.

“Colors, 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” adds Richmond.

Tescio Ice cream1



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.