Blenz built a 30-year reputation on handcrafted lattes and BC warmth. The new identity keeps that warmth, drops the formality, and dresses for the next decade — bright, bold, made to be photographed and shared.
Honey-yellow honesty. Frutiger uppercase. Rose-windmill icon. Read as warm but a little tired. Built to whisper "established," not to make anyone smile.
A bolder yellow that pops on a phone screen. A lowercase wordmark that feels like a friend, not a sign. A flexible cup colour system. A mascot you actually want on your jacket.
Blenz isn't trying to be cool. It's trying to be the spot you actually go to. The four principles below are how we behave on a cup, in a caption, on a sign, and at the till.
A regular's "good morning," not a server's script. We use names. We ask the small question.
Confident colour and type. No exclamation marks. The drink is the headline; the brand sets the table.
Vancouver-made. BC-grown. Rooted in a real place, even when the brand travels to Toronto, Singapore, Dubai.
Real ingredients. Real latte art. Real people behind the bar. Visibly human, deliberately handmade.
A confident lowercase blenz set in a contemporary rounded grotesque. Tight tracking, soft terminals, no italic. Reads warm at billboard scale and at app-icon size.
A warmer, brighter yellow takes over from honey-Pantone 1215. Navy anchors. Rust accents. Three category colours — matcha, ice, berry — earn their place on cups when the drink calls for them.
Every Blenz drink lands in a colour-coded cup. The wordmark is constant. The colour signals what's inside. Customers learn the system in one visit and become walking ads on their second.
No stock. No overhead beige flatlays. Photography looks shot on a film camera by someone who actually drinks the coffee. Golden hour, candid, slightly imperfect.
All sans-serif. All contemporary. The display does the talking, the body keeps things grounded, and the mono signals "this is a label, not a sentence."
A small, memorable kit of graphic devices that makes any Blenz touchpoint instantly readable. Stripes for packaging. Badge for stickers. Bracket copy for brand voice. The seasonal character for warmth.
Seasonal cup characters celebrate BC — moose, fox, orca, grizzly. The wordmark stays fixed. The illustration below it changes. One cup becomes the must-have of the season.
Blenz writes the way a regular speaks. Short sentences. Strong verbs. Real ingredients. Real places. No wellness-speak, no "elevating your daily ritual," no exclamation marks doing the heavy lifting.
"Made by hand. Made in BC. Made for you."
"Elevating your daily ritual through premium handcrafted experiences."
"Cold brew, slow brewed. Twelve hours, no shortcuts."
"Discover our artisanal cold brew journey, where time meets craft."
"Smile after every sip."
"Where flavour meets joy in every moment."
When the wordmark hits paper, fabric, and storefront, this is what it should look like. Bold, unmistakable, photographable from across the room.
Two carefully chosen pieces to start. Both made to live in someone's daily life — not stacked on a counter shelf gathering dust. Sticker-card loyalty replaces the punch card.
Digital is where Gen Z meets the brand first. The app icon is the b. The web hero is the wordmark and a single drink. Social is the sticker drop, the cup grid, the "what's new" cup colour.
Motion follows the same logic as the type — confident, unhurried, never showy. Easing is custom-tuned to feel like a slow exhale. Six rules, applied everywhere.
