Case Study: Blank Street becomes a cultural coffee icon with Wolff Olins

Blank Street boosts Gen Z sales 60% with Wolff Olins

Blank Street, a growing coffee chain, faced the challenge of evolving its brand identity beyond its scrappy startup origins to become a generational cultural icon as it expanded. They engaged the consultancy Wolff Olins for a comprehensive solution encompassing Brand Strategy, Verbal Identity, Visual Identity, and Culture Strategy & EVP to make their daily coffee run feel more remarkable.

Wolff Olins developed the creative idea "Regularly remarkable," building a new brand identity that plays on dualities like function and form. This was expressed through a refreshed visual and verbal system, including a dynamic logo, a time-based color palette, and an elevated art direction inspired by fashion. The work successfully repositioned Blank Street to resonate powerfully with Gen Z, resulting in an 80% year-over-year growth in user-generated content and Gen Z making up 60% of first-month sales at a new Glasgow location.

Blank Street