My team created a new brand strategy for the popular coffee chain Blank Street Coffee that more fully integrates it into the community to become an essential part of a morning routine.

We determined that Blank Street’s positioning relies heavily in that it is affordable and technology based. Blank Street Coffee provides quality coffee at affordable prices, compared to other coffee shops for young, busy customers in the city because of its automated espresso machines for a more cost-effective model.

By use of the 4Ps, SWOT analysis, consumer demographics, category competitors, and product form competitors, we realized that Blank Street’s positioning lacked community. Negative perceptions of automated jobs and the corporate-like “cafe-less” space left Blank Street feeling blank.

We repositioned Blank Street to have a stronger focus on community and use it’s blank-ness as a super power.

We did this by…

• Integrating Blank Street into the city’s architecture and becoming a part of the city- rather than the minimal, corporate-looking storefronts.

• Hosting pop-up products of local artisans that align with the tastes of their target audience. The customer can browse as they wait for their coffee.

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