Marlon Tate

In 1920, the Loumidis brothers started a small coffee roastery in Athens. Loumidis Coffeeshops quickly became a beloved brand across Greece capturing everyone’s imagination and conquering the country’s heart. In the decades that followed, the Company grew into a successful network of stores and its brand became a symbol of success, love and creativity. By 2024, however, its loyal customer base was aging, threatening the brand’s long-term vitality. True to the Company’s original values, Loumidis Coffeeshops decided to reinvent its brand for the new era and for the new generation. Marlon Tate was invited to help clarify, define and express a new vision for the future, and help the brand re-assert its magic — all while staying true to its existing customer base and strengthening the bonds that have made it so successful for over a century.

Heritage brands occupy a unique space, but they face a recurring challenge: they are often seen as unchanging, dusty, or old-fashioned — appealing only to disconnected, elite audiences. The question was clear: how can Loumidis Coffeeshops become relevant to a new generation of TikTokers, gamers, and modern coffee lovers without alienating its loyal, mature audience?

Through a series of immersion workshops, we worked with Loumidis Coffeeshops stakeholders to capture the heritage and essence of the brand, whilst evolving it into the future.

Insight
Nostalgia became the bridge between these two very different demographics. Older customers reminisce about the 1970s and 1980s, while younger audiences gravitate toward contemporary media influenced by those decades — from Mad Men to Stranger Things, and music with retro vibes.

Solution
We reimagined Loumidis Coffeeshops by diving into the brand’s archives of 1960s and 1970s packaging and print ads. The result is a dynamic, retro-futuristic identity that positions Loumidis Coffeeshops as a love brand. The new identity introduces a modernised logo, based on a short-lived version from the late 1960s, updated for digital-friendly use and aligned with the brand’s contemporary positioning. Our creative platform, Forever and Ever, symbolises the brand’s ability to transcend generations while motion design, patterns, and colour palette reference the brand’s heritage. Working closely with the marketing team, we revived discontinued favourites like ”Louminita” and introduced limited editions such as ”Loumilk”. The refreshed identity will roll out across all touchpoints — from social media to packaging — in 2026.