Back in the mists of time, well, 2009 to be precise, I drew attention to the paucity of design and marketing skills that had gone into the replacement Walls Ice Cream 'identity'. Never again, I thought, would we see the bountiful blue swirling letters on a cream background, still doing their job on a fine summer's day. Imagine my joy then, to come up behind this on the road between Caldecott and Uppingham in Rutland. Any minute now, I thought, a Foden petrol tanker will come the other way with 'Regent' on the side.
