Loumidis Papagalous is the leader in the Greek coffee category in Greece, but this is a category that is both ageing and declining. The brand needed to find a way to reset its identity and expression to better connect with a younger more experiential audience.
Having immersed ourselves in the Greek coffee market and wider category trends, we could see that certain codes such as authenticity and craft were important to retain but in order to elevate the brand we wanted to use its distinctive and ownable assets to drive differentiation.
The new packaging is iconic, bold and strong but conveys expertise, authority and heritage in a modern timeless design. A design solution that ensures Loumidis Papagalos can continue to excite Greek consumers young and old for years to come.
THE FILTER SOLUTION
To help differentiate the filter range from the core range new graphic elements such as bold patterns that link to the source of the bean have been dynamically added to the pack, whilst the central band holds the parrot roundel and contains vivid pops of colour to help navigate the range.
THE PREMIUM SOLUTION
Building from the core range the premium selection make use of gold finishes and subtle patterns to elevate the range on shelf.