Tesco redesigns premium ice cream to take on Ben & Jerry's
Catherine Dawes, packagingnews.co.uk, 02 June 2009
R Design in London has redesigned the packaging for Tesco’s premium ice cream.
The new packs are intended to attract attention in store and compete with flavour-led brands such as Ben & Jerry’s and H�agen-Dazs.
The ice cream is packed in one-litre plastic tubs, unlike many competitors to the range, which are often sold in board tubs.
The original illustrations and typography for the packs were hand drawn by R Design.
Designer Gareth Roberts described the designs as "quirky and playful".
R Design has previously worked extensively with Tesco on its own-brand products, and has designed packaging for department store Selfridges and swimwear brand Speedo.
The new packs are in Tesco stores nationwide now.
