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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.
I've always had a thing about Morris J-types. Probably because they were once so ubiquitous as Royal Mail vans, but I think it was also because they somehow looked very modern when they first appeared, even though they still sported separate headlamps. Those sliding doors, and what are known as outrigger hinges that let the rear doors fold right back to the bodywork. Amazingly they were first introduced at the Commercial Transport Show in October 1948, so they're almost as old as I am, and for thirty years or so they delighted me with a host of signwriting and liveries. And it still goes on- one even cropped-up in a recent Dr.Who episode as the dark blue van of 1953 television saleman Mr.Magpie. With a raised roofline and hinged doors they of course made ideal ice cream vans, so I was very pleased to see one on my recent visit to Weston-super-Mare. Beautifully lettered, it was a perfect complement to the traditional treats of Carters Steam Fair. Stop me from buying one.
Wall's Ice Cream. It's what we had to go with our cling peaches for Sunday tea. A treat in the shape of a cardboard box bought from the van on a hot afternoon. The cream and blue vanilla packaging, the tricolour Neapolitan, the bountiful lettering. All were what we now call feelgood factors. And outside the post office in the village street and on wooden shacks behind the sand dunes there would be a sign. Shield-shaped and with a row of vertical blue stripes at the top that were like a shop sunblind on a sunny day. I tried to find an example to show you, but I'm sure you know what I mean. And then I saw the Wall's sign near the beach at Brancaster. The shed it's on is ok (it has to be, being next to the snooty Royal West Norfolk Golf Club). But what's happened? Every single ounce of pleasure has been rung out of the identity. This isn't a sign for ice cream, it's a sign for a heart foundation. And that's it isn't it? You can hear the presentation: "You see Mr.Wall we can make an ice-creamy sort of swirl look like a heart you see. Which means love, you know, like in 'I (heart shape) NY. And the bonus is it means healthy. And while we're at it we'll get rid of the old lettering in case punters think they're buying sausages". Nostalgia again? Not being what it used to be? I don't think so. Brand values, as I'm sure they say a lot, go further than the Powerpoint presentation. They end up on Norfolk sheds and country brick walls yes, but also as stickers on city fridges and corner shop windows. A truly great brand deserves better than this. Something more long lasting than a here-today-melted-tomorrow marketing document.
