Blank Street unveils a new brand identity by Wolff Olins, refined logo, lush green palette, and custom typography shaping its next era of growth. Blank Street, the cult-favorite coffee and matcha chain that started from a single cart in Brooklyn during the early days of the pandemic (hello, silver lining), has unveiled a new brand identity in partnership with global brand consultancy Wolff Olins. The rebrand signals more than aesthetic change, it represents Blank Street’s ambition to grow from a local coffee stop into a global lifestyle brand. In just five years, Blank Street has expanded across New York, Boston, Washington DC, and into the UK with cafés in London, Manchester, Birmingham, Glasgow, and Edinburgh. This rapid growth created a need for a design system that could scale globally while still reflecting the brand’s ethos: “add a spark to the ordinary.”

According to Mohammad Rabaa, Global Creative Director at Blank Street: 

“This transformation was not about doing a 180, it was about becoming more ourselves… This evolution takes the best parts of Blank Street and doubles down, creating a more cohesive brand experience that feels both exciting and familiar.”

A Unified Design System

The new identity, launching September 2025, introduces a set of design elements built to work across signage, packaging, digital, and campaign platforms.

Logo & Symbol: A reimagined mark featuring a carved-out “window,” a visual cue that speaks to imagination and possibility, while nodding to the original coffee cart’s shape.
 

Color Palette: An evolved “Blank Street Green,” now supported by a secondary palette of greens named after times of day, echoing the subtle shifts in color that a cup of coffee or matcha takes on throughout morning, afternoon, and evening light.
 

Custom Typography: Designed with Due Studio, the system uses Regular Sans for bold headlines and Remarkable Sans for moments of charm and playfulness.
 

Together, these elements create a brand world that flexes between utility and delight, grounded in function but expressive in personality.

Rooted in Storytelling

For Wolff Olins Creative Director George Lavender, the challenge was to distill Blank Street’s essence into a scalable identity:

Every detail draws inspiration from their unique story: from the shape of the window on their first coffee cart to the signature drinks that are beloved by their regulars.

The result is a system that elevates ordinary daily rituals into memorable moments, positioning Blank Street not just as a café but as part of the cultural fabric of the cities it inhabits.

Why It Matters for Designers

This rebrand illustrates how design can evolve with scale while preserving brand DNA. It highlights the power of restraint, an iconic color, simple typography, and a single graphic device (the window)—to create consistency across countless touch points. For designers, Blank Street’s evolution is a reminder that brand growth isn’t about reinvention, but about finding clarity in the details that already define identity.

Credits: Brand Consultancy: Wolff Olins, Typography: Due Studio, Creative Direction: Mohammad Rabaa (Blank Street), George Lavender (Wolff Olins)
 

The new identity will roll out beginning after Labor Day, with full integration in-store and across campaigns throughout Autumn 2025. Find a location in near you HERE.