Blank Street, a popular coffee and matcha chain, has recently announced its exciting rebrand. The company aims to shift from just a cafe to a global lifestyle brand. This move reflects a major lifestyle transformation, as Blank Street seeks to redefine its brand identity. The goal is to become the defining food and beverage brand of the current generation.
The rebrand is centered around the idea of “adding a spark to the ordinary.” This phrase captures the spirit of the brand and highlights its mission to create enjoyable experiences for customers. Blank Street wants to balance function and form, making sure its products are both useful and indulgent. The changes are designed to create a cohesive and exciting brand experience that feels familiar yet fresh.
Adding a spark to the ordinary, Blank Street redefines enjoyable experiences by balancing function and indulgence in its brand.
To improve this new identity, Blank Street has collaborated with the global brand consultancy Wolff Olins. They introduced a unique “blank space window” motif, representing imagination and endless possibilities. The new typography combines casual and formal styles, providing a playful yet authoritative look. The signature color, “Blank Street Green,” mirrors the company’s popular matcha drink, while alternate greens reflect different times of day, creating a warm and inviting ambience.
Since its beginnings as a coffee cart in Brooklyn during the pandemic, Blank Street has grown remarkably. It now has retail locations in cities like New York, London, and Boston. Thanks to a chic and minimalist aesthetic, the brand has garnered a cult following, particularly among Gen Z consumers. By 2025, Blank Street is projected to generate around $149 million in annual revenue.
Mohammad Rabaa, the Global Creative Director, is at the helm of this rebrand. The strategy focuses on sticking with the brand’s existing strengths while still positioning it for global expansion. Blank Street’s full rollout of its visual identity is expected in autumn 2025, marking a new chapter for the brand.
