Mr Nicecream – a new range from Tesco

The range comprises cones, toppings and sauces, and R Design was brought in to work on the project in September last year due to its place on the Tesco design roster.

The consultancy created the character and name Mr Nicecream, which is says ‘acts as a kind of proprietor’.

R Design says the identity looks to avoid ‘the obvious clichés’ yet suggest ‘the innocence and nostalgia’ associated with ice cream using colours inspired by the 1950s and hand-drawn typography.

R Design creative director Dave Richmond says, ‘We wanted to create something that feels more artisan and retro – not so slick and modern. We wanted to make it fun.’

He adds, ‘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.’