01
The reference: the seventies
An anniversary invites a look back. The 1970s gave the identity its starting point: confident forms, generous curves and a graphic attitude that still feels ahead of its time.
Included
- Brand concept
- Creative direction
BRANDING · FOOD & BEVERAGE · LOUTRAKI
A 50th anniversary identity that pays tribute to the seventies, from the logo to the coffee cup
01 The brief
Fifty years, redrawn.
- Client
- Paul’s
- Sector
- Food & Beverage
- Location
- Loutraki, Corinthia
- Occasion
- 50 years of operation
- Scope
- Brand identity: logo and badge, packaging, sous plat, copywriting
Paul’s has been part of Loutraki for fifty years. Celebrating half a century of operation is a milestone worth honouring, and the brand entrusted VIMA GURU with the redesign of its identity: the logo and badge, and the everyday objects that carry them, from the coffee cup and bag to the sous plat and the water bottle.
The redesign is a tribute to the 1970s, the legendary decade that gave birth to remarkable art and design. It borrows the era’s bold, liquid lines and keeps them contemporary, fresh and personal.
02 The approach
A tribute, not a revival.
Three decisions shaped the new identity: where it draws from, how it reads today and where it lives.
02
The mark: bold and liquid
The new logo and badge translate that reference into a contemporary mark. Bold, liquid lines give it character, while a restrained palette keeps it fresh and easy to apply.
Included
- Logo
- Anniversary badge
- Typography and colour
03
The touchpoints: everyday objects
A brand people visit is seen on the things they hold. The identity was carried onto the coffee cup, the bag, the sous plat and the water bottle, so every touchpoint tells the same story.
Included
- Packaging design
- Sous plat
- Copywriting
03 The work
Bold lines, everyday objects.
The identity in use: the sous plat, the coffee cup and the bottles, in light and dark.
04 More work
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A milestone that deserves
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