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It should seldom be difficult to sell anything as scrumptious as dessert, and the concept for Tesco Mr. Nicecream packaging would make it even harder for consumers to walk past without experiencing extreme temptation. More than representing the sugary treats inside behind them, the labels also advertize a sweeter time when youth prevailed.
Lisa Napier of the UK’s R Design London came up with the endearing mascot for this line of ice cream cones, ice cream sandwiches, sauces and toppings. The wonder of the ice cream truck has lost some luster over the past generation, but the adorable image of the mustached salesman evokes this nostalgia. Tesco Mr. Nicecream packaging has a personal touch, communicated through this character and through the charming illustrations that decorate the bottles, boxes and containers.