Blenz Coffee is one of several coffee chains that started locally in Vancouver, BC. Very often, it gets compared or confused with another local coffee chain, Waves Coffee. I started wondering why the two would be mistaken. What if we were to tweak the branding and the messaging? I began brainstorming topics related to coffee and the activities conducted in coffee shops and came up with the idea: “Respect the Grind”. The re-imagined brand concept celebrates the daily grind and highlights the grit people often display at coffee shops. Here’s to the hard workers!